Never Never has updated its core gin range with new 700ml bottles and redesigned labels, retiring the 500ml format introduced when the brand launched in 2017. The change affects its Triple Juniper Gin, Oyster Shell Gin and Ginache varieties.
The refreshed packaging was developed with input from bartenders and customers over five years. Design studio Sick Dog Wolf Man led the creative direction, while label production was handled by CCL. The bottles themselves are proprietary designs imported from China.
Sean Baxter, Never Never's co-founder, said the smaller bottles had served an important role during the company’s early years, “When we launched with our 500ml bottle back in 2017, we really had no idea how popular our gin would become in bars and restaurants around Australia. The smaller bottle allowed us to get them into more venues and was critical to our growth.”
The updated bottle keeps a familiar silhouette, but introduces features like a grip-friendly neck and measurement marks on the back for easier batching and stock management. Increasing the volume to 700ml also brings down the price per millilitre, a move Baxter says responds to cost-of-living pressures and the demand for better value.
The gin recipes remain unchanged, with the company continuing to receive accolades both locally and abroad. “The spirits are regularly named best in the country and sometimes internationally,” Baxter noted. “These results give bartenders and retailers confidence to recommend our products to customers.”
While the new bottles have officially launched, the transition from 500ml stock will take some time. Most customers can expect to see the 700ml versions in bars and bottle shops from late June.
