http://www.smh.com.au/articles/2004/09/08/1094530694493.html
http://www.pintculture.com/default.asp?action=article&ID=2899
http://theshout.com.au/2008/08/18/article/MVLVVDBFQR.html
3.4 Organisation Asset and Skills
Bundaberg Rum is currently Australia’s number one spirit, since 2004. The company has consolidated 10% of the spirit market, and over 90% of the dark rum market in Australia. Bundaberg Rum is considered an ‘iconic’ Australia brand by Australian consumers due to it’s home grown appeal (distilled in a Queensland town since 1888) and relevance to it’s customers. This has resulted in intense brand loyalty in Australia from both distributors and customers alike, whom identify with ‘Bundy’s’ culture of mateship and larrikinism. Bundaberg is the preferred rum choice for most hotels, and is available in more than 350 pubs in Queensland, and another 600 hotels across Australia. Bundaberg’s desire to reinforce and strengthen its relationships with customers was apparent by a $2.5 million upgrade in July 2007 of the visitor centre at the Bundaberg distillery. This advancement provided visitors to interact first hand with the distillery process, and to learn about Bundaberg’s unique history. It resulted in more than 68,000 visitors in 2007-08 fiscal year, of which included 20,000 international visitors, making it one of the most popular attractions in Queensland. Accordingly, this has significantly boosted the brand’s value.
Alongside the improvement of the visitor centre was the $24 million upgrade of the distillery’s facilities and production, to advance the operations and increase the capacity. This investment occurred primarily to ensure consumer demand can be met, as the company looks internationally, notably the US, to market its rum. ...