Bundaberg Rum

Bundaberg Rum is a dark rum produced in Bundaberg, Australia, often referred to as "Bundy".

Bundaberg rum was first produced 1888, 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. This company does not produce Bundaberg Ginger Beer.

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. [cite web |url= http://www.bundabergrum.com.au/flash/home.htm |title=Bundaberg Rum website - history section |accessdate=2008-03-26 |work=Bundaberg Rum website] The Bundaberg Distilling Company owns its own cola producing facility, which supplies the cola for its ready-to-drink Bundaberg Rum & Cola products.

In 2000, the Bundaberg Rum company and distillery were sold to British company Diageo. [ [http://www.diageo.com/en-row/NewsAndMedia/PressReleases/2000/Diageo+acquires+Bundaberg+Rum+from+Bundaberg+Sugar+Group+Ltd.htm Diago Press Release - Diageo acquires Bundaberg Rum from Bundaberg Sugar Group Ltd] via Diageo website "6 December 2000"]


There are currently a number of products available which are distributed by Diageo:

*Bundaberg Rum UP - the original underproof, 37.0% alcohol, 74 proof
*Bundaberg Rum OP - an overproof version of Bundaberg UP at 57.7% alcohol, 115.4 proof
*Bundaberg Rum Royal Liqueur - with coffee and chocolate, only available from the distillery
*Bundaberg Rum Distiller's No3 - a triple filtered blend
*Bundaberg Rum 18 Year Old - an extremely limited release - only 5,142 bottles ever made
*Bundaberg Rum 8 year old - Matured in Oak, Limited release 2007, 2008, 40.0%ALC/VOL
*Bundaberg Rum black 1985 vat, Aged 10 years, distilled from molasses 40%.0%ALC/VOL (discontinued) Pre-mix (RTD)
*Bundaberg Rum & Cola - can (375ml), stubby bottle (345ml and 250ml).
*Bundaberg Dark and Stormy RTD (Bundaberg Ginger Beer and Rum) - Can or stubby.
*Bundaberg Rum OP & Cola RTD - Can or stubby.
*Bundaberg Rum Dry and Lime - with dry ginger ale and lime. Can or stubby.
*Bundaberg Rum & Cola Mid 3.5 - Can or stubby.
*Bundaberg Rum & Cola Super Dry - 3.5% ABV & 25% less sugar for a crisper cleaner taste
*Bundaberg Rum Premium & Cola - This is a 6.9% RTD, made from Bundaberg UP.

*Bundaberg Rum and Cola Draught
*Bundaberg Rum and Cola Super Dry Draught


The Bundaberg Rum distillery is open to visitors for tours of the facility. There is also a museum and offers free samples of Bundaberg Rum products for visitors.


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 [ [http://www.nswrugby.com.au/SponsorsPartners/SponsorsPartnersOverview.aspx Sponsors & Partners - NSW Rugby] ] .

Bundaberg Rum also sponsors the rugby league ANZAC Test (also known as the "Bundaberg Rum Test") till 2009.

Bundaberg Rum signed a 5 year deal with the NRL to be the "Official Spirit of the NRL". They are also the naming-rights sponsor of NRL Monday Night Football.

Previously Bundaberg Rum had sponsored a stadium in Cairns, Australia which was formally known as Bundaberg Rum Stadium but has been renamed to Cazaly's Stadium.

Criticism and controversy

Bundaberg Rum has also been criticised for targeting its advertising towards young people and boys, through television commercials during NRL broadcasts, and other promotions. [ [http://www.abc.net.au/rn/talks/bbing/stories/s720116.htm ABC Radio National, 3 Nov, 2002 Program: Background briefing] ] [ [http://www.caan.adf.org.au/newsletter.asp?ContentId=t20060612 Community Alcohol Action Network (CAAN) 'Grogwatch'] ] The Bundaberg Rum Bear advertisements have been cited as one of the favourite ads among Australia's youth. [ [http://www.bandt.com.au/news/4f/0c029c4f.asp B&T Magazine, 20 December, 2004 Story: "Young adults are a paradox for marketers"] ] The National Drug and Alcohol Research Centre in Australia criticised the sponsorship of sport by alcohol companies, quoted "it's a message that young people get, that sports and alcohol go together." [ [http://www.smh.com.au/articles/2003/07/11/1057783360914.html The Sydney Morning Herald, 12 July, 2003 Story: "Alcohol ads wet whistle of youth sport clubs"] ]

Bundaberg Rum has been labelled the drink for yobbos [http://www.theage.com.au/news/National/Bundaberg-denies-rum-jungle-claim/2005/03/07/1110160750608.html Bundaberg denies rum jungle claim] - The Age, 8 March 2005] , after some bars reported that "bundy drinkers are a lot louder, and more disruptive than other patrons." In 2005, four bars in Brisbane banned the rum products, claiming it makes drinkers aggressive and attracts the wrong crowd. "They will abuse bar staff, half a dozen a night, normally gangs of blokes, the marketing is directed at yobbos," one bar owner told "The Age" newspaper. [http://www.theage.com.au/news/National/Bundy-drinkers-not-yobs/2005/03/07/1110160748101.html Bundy drinkers 'not yobs'] - The Age, 7 March 2005] The Bundaberg Rum Distillery admitted it was aware its brand had a reputation of being associated with aggression, and said it may change its advertising to dispel its "yobbo" image.cite web |url=http://www.bandt.com.au/news/ca/0c02daca.asp |title=Bundy fights yobbo claims |accessdate=2008-03-27 |accessmonthday= |accessdaymonth= |accessyear= |author= |last=Ryan |first=Rosemary |date=2005-03-15 |publisher=B&T Magazine ]

On 19 October, 2007, Australian Rugby Union (ARU) chairman Peter McGrath stood aside from the chairmanship after Bundaberg Rum reportedly accused him of being in an intoxicated state at the Rugby World Cup in Marseille, France. McGrath refuted the claims.cite web | url=http://www.rugbyheaven.com.au/news/news/aru-chairman-stands-aside/2007/10/19/1192300999091.html | title=ARU chairman stands aside | publisher="The Sydney Morning Herald" | date=2007-10-19 | accessdate=2007-10-19]

Pop Culture

Bundaberg Rum revitalised a fascination with Drop Bears for the Australian public. It started with an TV advertising campaign that featured, what can assumed to be, three young Swedish tourists in Australia camping. The young Australian males then proceed to warn them about 'drop bears' saying that they're "like a koala, only bigger and meaner" and "they drop from the trees". This results in the ladies being convinced to camp with them. [ [http://www.youtube.com/watch?v=ULEQpUY_crc YouTube - Drop Bear ] ]


ee also

*Bundaberg, Queensland
*Beenleigh Rum
*List of rum producers
*Alcohol Advertising


External links

* [http://www.bundabergrum.com.au/ Bundaberg Rum] - official website
* [http://www.diageo.com/ Diageo] - parent company

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