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Bundaberg Rum

Summary

Bundaberg Rum, colloquially known as Bundy, is a dark rum owned by Diageo. It is produced in Bundaberg East, Queensland, Australia, by the Bundaberg Distilling Company. In 2010, the Bundaberg Distilling Company was inducted into the Queensland Business Leaders Hall of Fame.[1]

Bundaberg Rum
:Bundaberg Rum Reserve
ManufacturerDiageo
Country of origin Australia
Introduced1888; 136 years ago (1888)
ColourDark and White
Websitehttp://www.bundabergrum.com.au

History edit

 
Bundaberg Rum Distillery, Burnett River, Bundaberg., Circa 1931.

Bundaberg Rum originated because the local sugar mills had a problem with what to do with the waste molasses after the sugar was extracted. Molasses was heavy and difficult to transport, and the costs of converting it to stock feed were rarely worth the effort. Sugar men first began to think of the profits that could be made from distilling. The key meeting was held at the Royal Hotel on 1 August 1885. W. M. C. Hickson served as the chairman, and other notables in attendance included all the big sugar mill owners of that time: W. G. Farquhar, F. L. Nott, T. Austin, J. Gale, S. McDougall, T. Penny, S. H. Bravo and A. H. Young. All became the first directors of the company, which started with a capital of £5,000.[2]

The Bundaberg Distilling Company began its operations in 1888, and Bundaberg rum was first produced in 1889. Production ceased from 1907 to 1914, and from 1936 to 1939, after fires, the second of which caused rum from the factory to spill into the nearby Burnett River.[3] Many fish were killed due to the liquor runoff into the river.[4]

Christsen Pty Ltd operated their own Bundaberg Rum bottling plant in Bourbong Street, Bundaberg, at the rear of their large grocery and hardware business in the centre of town. The spirit was sold at UP and OP strength from their business. A spokesperson for the original family, Rod Patch, recalled that the shape of the current "Bundy Bottle" originated from bottles of Bushells Coffee and Chicory Essence. Bundaberg residents would sell them to his grandfather for one penny a bottle, after which they were washed and filled with the spirit.[citation needed] The shape remains the same but the capacity has been increased to the current 700ml. Patch's great-grandfather, Hans Truval Christsen, a Danish immigrant from Copenhagen, and his son Frederick Christsen, had a policy of employing staff of The Salvation Army faith in the rum bottling process, because they were less likely to be tempted to sample the spirit.[citation needed] The Christsen family supported settlement farming families through hard times, which was acknowledged with the naming of Christsen Park at Bargara Beach.

 
Bundaberg Rum Factory, Circa 2014.

In 1961, the company introduced the polar bear as its unusual choice of mascot, to imply that the rum could ward off the coldest chill.[5]

 
A 375mL can of Bundaberg Original with Cola

In 2000, the Bundaberg Rum company and the distillery were sold to British company Diageo.[6] In 2014, a decision by Diageo to relocate the bottling operations of Bundaberg Rum to the western Sydney suburb of Huntingwood resulted in job losses in the city that bears the name of the drink.

The decision drew criticism from various levels of Queensland politics. The Premier, Campbell Newman, said it was a disappointing move, particularly for a region that had suffered devastating floods in recent years.[7] Bundaberg mayor, Mal Forman, said, "I'm saddened by the announcement, but I had been assured the company had a commitment to the city ... I understood demand for bottled Bundaberg Rum had declined as more people bought pre-mixed cans, a trend I wanted no part of."

A Diageo spokeswoman later clarified the situation, saying some premium products, such as the Master Distillers Collection, would continue to be bottled in Bundaberg. "This was not a decision we have taken lightly, however it is a necessary one to ensure the longer term sustainability of the distillery. We remain absolutely committed to Bundaberg and the distillery and will continue to invest and focus on our core business of distilling, maturing and blending great quality rum in Bundaberg as we have done for the last 125 years."[7]

Distillery edit

 
The old Visitors Centre & Big Bundy Bottle

The Bundaberg Rum distillery is open to visitors for tours of the facility. There is also a museum which offers free samples of Bundaberg Rum products for visitors in a historic Queenslander house. The Big Bundy Bottle is also outside of the bond store. A new $8.5 million visitor centre opened to the public in August 2016 replacing the smaller historic house next door.[8]

 
Bundaberg Original & Cola 345mL (11.6 US oz) 4.6% ALC/VOL

In 2009 as part of the Q150 celebrations, the Bundaberg Rum Distillery was announced as one of the Q150 Icons of Queensland for its role as a "location".[9] The State Library of Queensland holds correspondence and financial records from the Bundaberg Distilling Co. Ltd. Records for years 1907 to 1946[10]

Variant flavours edit

  • Bundaberg Rum UP 37%[11]
  • Bundaberg Rum Original 100 Proof 50%[12]
  • Bundaberg Rum Overproof 57.7%[13]
  • Bundaberg Red 37%[14]
  • Bundaberg Red 100 Proof 50%[15]
  • Bundaberg Five 37%[16]
  • Bundaberg Select Vat Aged 6 Years 37%[17]
  • Bundaberg Mutiny Spiced Rum 37%[18]
  • Master Distillers' Collection Small Batch 40%[19]
  • Master Distillers' Collection Small Batch – Vintage Barrel 40%[20]
  • Master Distillers Collection 280 40%[21]
  • Master Distillers Collection Black Barrel – Distilled 2004 – Black Glass 40%[22]
  • Master Distillers Collection Black Barrel – Distilled 2004 – Clear Glass 40%[23]
  • Master Distillers Collection Black Barrel – Distilled 2005 – Clear Glass 40%[24]
  • Master Distillers Collection Blenders Edition 2014 40%[25]
  • Master Distillers Collection Blenders Edition 2015 40%[26]
  • Bundaberg Tropics – Pineapple & Coconut 23.5%[27]
  • Bundaberg Royal Liqueur Banana and Toffee 20%[28]
  • Bundaberg Royal Liqueur Coffee and Chocolate 20%[29]
  • Bundy Wings Heritage Label Original 37%[30]

Sponsorship edit

 
Walkinshaw Racing Holden Commodore VE of Fabian Coulthard at the 2011 Clipsal 500 Adelaide

Bundaberg Rum is a major sponsor of the Australian Wallabies rugby union team and also sponsors the Bundaberg Rum Rugby Series. Bundaberg is also a sponsor of the NSW Waratahs.[31] Bundaberg Rum sponsored the rugby league ANZAC Test till 2009. Bundaberg Rum signed a 5-year deal with the NRL to be the official dark rum of the NRL. They are also the naming-rights sponsor of NRL Friday Night Football.

From 2009 until 2011, Bundaberg Rum sponsored V8 Supercar team Walkinshaw Racing.[32]

Recognition edit

Bundaberg Rum has been distinguished with numerous awards. In 2011, Bundaberg Rum's Master Distillers' Collective rum was launched, with the first three releases, the 10 Year Old, Port Barrel and Golden Reserve, winning awards in the global stage.[33][34]

Advertising edit

Bundaberg Rum has also been criticised for targeting its advertising towards young people and boys, through television commercials during NRL broadcasts, and other promotions.[35][36] A series of advertisements featuring the Bundaberg Rum bear, a polar bear known as Bundy R. Bear, were produced by advertising agency Leo Burnett to align the product 'with a larrikin approach to Australian mateship'.[37] The Bundaberg Rum bear first appeared in 1961. It was designed to soften rum's aggressive image and broaden its appeal from the traditional older male drinker to a more sociable audience.[38] The advertisements have been cited as a favourite among Australia's youth.[39]

See also edit

 
Wikimedia Commons has media related to Bundaberg Rum.

References edit

  1. ^ "Hall of Fame". Queensland Business Leaders Hall of Fame. State Library of Queensland. Archived from the original on 23 October 2018. Retrieved 23 October 2018.
  2. ^ Dunstan, Keith (1988). Bundy : a centenary history. Bundaberg Distilling Company Pty. Ltd. Archived from the original on 26 August 2021. Retrieved 4 December 2020.
  3. ^ Robinson, Julia (2001). Australian National Dictionary Centre (ed.). Voices of Queensland : words from the Sunshine state. Oxford University Press. ISBN 978-0-19-551395-0.
  4. ^ "The 1936 fire at the Bundaberg Rum Distillery". State Library Of Queensland. 30 November 2011. Retrieved 1 September 2023.
  5. ^ "Bundaberg Rum website – history section". Bundaberg Rum website. Archived from the original on 23 September 2015. Retrieved 26 March 2008.
  6. ^ Diageo PLC (6 December 2000). "Diageo acquires Bundaberg Rum from Bundaberg Sugar Group Ltd" (Press release). Just-Drinks. Archived from the original on 13 February 2014.
  7. ^ a b Atfield, Cameron (18 May 2014). "Workers sacked as Bundaberg Rum bottling moves to Sydney". Brisbane Times. Archived from the original on 7 June 2014.
  8. ^ "Bundy Rum opens new $8.5 million tourist centre in Bundaberg | Chronicle". Archived from the original on 20 December 2016.
  9. ^ Bligh, Anna (10 June 2009). "PREMIER UNVEILS QUEENSLAND'S 150 ICONS". Queensland Government. Archived from the original on 24 May 2017. Retrieved 24 May 2017.
  10. ^ "Bundaberg Distilling Co. Ltd. Records 1907-1946". onesearch.slq.qld.gov.au. Retrieved 1 September 2023.
  11. ^ Bundaberg Rum UP 700ml, The Bundaberg Distilling Company Pty Limited, archived from the original on 25 October 2015
  12. ^ Bundaberg Rum Original 100 Proof 700ml, The Bundaberg Distilling Company Pty Limited, archived from the original on 25 October 2015
  13. ^ Bundaberg Rum Overproof 700ml, The Bundaberg Distilling Company Pty Limited, archived from the original on 25 October 2015
  14. ^ Bundaberg Red 700ml, The Bundaberg Distilling Company Pty Limited, archived from the original on 25 October 2015
  15. ^ Bundaberg Red 100 Proof 700ml, The Bundaberg Distilling Company Pty Limited, archived from the original on 25 October 2015
  16. ^ Bundaberg Five 700ml, The Bundaberg Distilling Company Pty Limited, archived from the original on 25 October 2015
  17. ^ Bundaberg Select Vat Aged 6 Years, The Bundaberg Distilling Company Pty Limited, archived from the original on 25 October 2015
  18. ^ Bundaberg Mutiny Spiced Rum 700ml, The Bundaberg Distilling Company Pty Limited, archived from the original on 25 October 2015
  19. ^ Master Distillers' Collection Small Batch, The Bundaberg Distilling Company Pty Limited, archived from the original on 19 September 2015
  20. ^ Master Distillers' Collection Small Batch – Vintage Barrel, The Bundaberg Distilling Company Pty Limited, archived from the original on 18 September 2015
  21. ^ Master Distillers Collection 280 700ml, The Bundaberg Distilling Company Pty Limited, archived from the original on 25 October 2015
  22. ^ MDC Black Barrel – Black Glass Bottle, The Bundaberg Distilling Company Pty Limited, archived from the original on 18 September 2015
  23. ^ MDC Black Barrel – Distilled 2004 – Clear Glass, The Bundaberg Distilling Company Pty Limited, archived from the original on 25 October 2015
  24. ^ MDC Black Barrel – Distilled 2005 – Clear Glass, The Bundaberg Distilling Company Pty Limited, archived from the original on 25 October 2015
  25. ^ MDC Blenders Edition 2014, The Bundaberg Distilling Company Pty Limited, archived from the original on 25 October 2015
  26. ^ MDC Blenders Edition 2015, The Bundaberg Distilling Company Pty Limited, archived from the original on 25 October 2015
  27. ^ Bundaberg Tropics – Pineapple & Coconut, The Bundaberg Distilling Company Pty Limited, archived from the original on 25 October 2015
  28. ^ Bundaberg Royal Liqueur Banana and Toffee, The Bundaberg Distilling Company Pty Limited, archived from the original on 18 September 2015
  29. ^ Bundaberg Royal Liqueur Coffee and Chocolate, The Bundaberg Distilling Company Pty Limited, archived from the original on 19 September 2015
  30. ^ Bundy Wings Heritage Label Original 700ml – 2014, The Bundaberg Distilling Company Pty Limited, archived from the original on 25 October 2015
  31. ^ Sponsors & Partners, NSW Rugby, archived from the original on 24 January 2009
  32. ^ Bundaberg Rum pulls out of V8 Supercars Archived 26 August 2021 at the Wayback Machine Speedcafe 5 December 2011
  33. ^ "Distillery Profile: Bundaberg Rum". Australian Bartender. 28 November 2012. Archived from the original on 12 October 2013. Retrieved 21 October 2013.
  34. ^ Mike, Knott. "Judges wowed by Bundy Rum". NewsMail. Archived from the original on 26 August 2021. Retrieved 21 October 2013.
  35. ^ "Teenage Boys", ABC Radio National, Australian Broadcasting Commission, 3 November 2002, archived from the original on 31 March 2009
  36. ^ "Bundaberg Rum Marketing Challenged in WA", Grogwatch, Community Alcohol Action Network (CAAN), 12 June 2006, archived from the original on 20 August 2006
  37. ^ Macleod, Duncan (19 August 2006). "Bundy Bear – Bundaberg Rum Mascot". The Inspiration Room. Archived from the original on 26 August 2021. Retrieved 12 April 2015. Bundaberg Rum, a product of Queensland, Australia, has a polar bear for a mascot, Bundy R. Bear. Bundy has starred in a number of television advertisements
  38. ^ McMahon, Brett. "50th Birthday of Bundy R. Bear". bundabergrumshowcase.com.au. Archived from the original on 10 April 2015. Retrieved 12 April 2015.
  39. ^ Alarcon, Camille (20 December 2004), Young adults are a paradox for marketers, B&T, archived from the original on 31 March 2012

External links edit

  • Bundaberg Rum – official website
  • Diageo – parent company

24°51′14″S 152°22′01″E / 24.854°S 152.367°E / -24.854; 152.367 (Bundaberg Rum Distillery)

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