Australia licensed brand extension agency Asembl has brokered a deal between Diageo’s Bundaberg Rum and Doctor Proctor’s for a Bundaberg Rum-flavored beef jerky line.

The line will be available in two flavors, Rum & Cola and Chilli Rum. Premium Australian beef meets Australia’s leading rum via this partnership. The jerky is air dried and marinated with flavors of molasses and cola. The line is available across more than 1,000 gas and convenience store outlets including Coles Express nationally, 7 Eleven in Queensland and OTR in South Australia and more.

“We are pleased to be bringing Bundaberg Rum and Doctor Proctor’s together for the perfect snack on the go,” says Justin Watson, managing director, Asembl. “This latest partnership for Bundaberg Rum reinforces the breadth and strength of the brand in Australia and the incredible licensing opportunities which we will continue to seek out ensured to satisfy the hunger and demand of fans of Australia’s number one rum brand.
“This beef jerky range with Bundaberg Rum was created with lovers of a good time in mind,” says Dave Proctor, managing director, Doctor Proctor’s Beef Jerky. “Made with 100 percent Australian grass-fed beef, it is a low energy snack packed full of natural protein. I am really proud of this collaboration with Diageo as it is something I have been incredibly passionate about from the get-go and knew it would be a success with retailers and also via our e-commerce store – it truly is a snack that all Australians will enjoy.”

The beef jerky range is available now.