Never Never Gin unveils fresh look and bottles
Gin brand Never Never has refreshed its packaging and is upsizing its core range bottles.
The announcement:
While global names have long dominated the spirits aisle, Never Never has built a different kind of business – bold, flavour-obsessed, and proudly Australian. What began in 2016 in the back shed of a brewery on the outskirts of Adelaide – with bottles packed into the boot of a beaten-up Magna – has grown into one of the most recognised names in Australian gin.
Now, following its 2024 partnership with Asahi Beverages, Never Never is entering its next chapter: unveiling a new look and a larger 700ml format across its core range – a move the founders see as a natural evolution for a brand built on character, creativity, and a relentless drive to do things differently.
The packaging update – five years in the making – sees Never Never shift from 500ml to 700ml bottles across its flagship products: Triple Juniper, Ginache, and Oyster Shell Gin. Inspired by the vibrancy of the Australian landscape and the spirit of the Never Never – the space beyond the horizon and beneath the stars – the new packs are bold, colourful, and built to stand out.
The format also responds to trade demand, aligns with global standards, and offers better value – all without changing the gin that helped set Never Never apart from the start.
“Back in 2017, we were hand-filling 500ml bottles because they let us stretch a small still output further and get more gin onto shelves – plus we fit more in the boot of Tim’s Magna which was our first delivery vehicle,” says co-founder and brand director Sean Baxter. “Now we’re in national retailers and some of the best bars in the world. This new bottle and label allows the outside to shine just as brightly as the spirit inside.”
Since launching publicly in 2017, Never Never has consistently outperformed in the craft spirits category – collecting top honours at the World Gin Awards, San Francisco World Spirits Competition, and other major international events. Its distinctive flavour profile has made it a favourite among bartenders and a standout on retail shelves across the country.
The 2024 acquisition by Asahi Beverages was one of the most notable recent moves in the Australian spirits sector – and one of the few where all founding partners remained in full control of the brand and operations. Sean Baxter, Tim Boast, and George Georgiadis continue to lead product development, operations, and strategic direction.
“When we started, we wanted to build a brand that could scale exponentially – one that would continue to represent our flavour values and love of hospitality long after we’re gone,” says Baxter. “This refresh represents that opportunity – it helps us turn up on shelves all around the country in a more colourful and memorable way.”
The transition to a 700ml format was also shaped by feedback from both the retail and hospitality sectors. The new sizing delivers stronger shelf presence, improves batching and handling efficiency, and offers consumers a more competitive price-to-volume ratio – all timely shifts in a market where value, trust, and transparency are under greater scrutiny than ever.
The new packaging rolls out nationally from June 2025, with the full product range expected to transition later in the year.
Source: HHPR
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