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== Criticism ==
== Criticism ==
Bundaberg Rum has been criticised for its controversial decision to sponsor the ''"alcohol-fuelled mayhem"'' of the [[National Rugby League|NRL]].<ref name="TheAustralian">{{cite web | url = http://www.theaustralian.news.com.au/story/0,20867,21475237-23289,00.html | title = The time has come to end glamourising alcohol sponsorship | author = Mike Daube | accessdate = 2007-06-04}}</ref><ref>[http://www.caan.adf.org.au/newsletter.asp?ContentId=t20060904 Community Alcohol Action Network, 4 September 2006"]</ref> Bundaberg Rum continues to use the slogan ''"The Official Spirit of the NRL"'' despite ''"almost daily reports of drunken rampages, assaults, drink-driving and various other forms of unacceptable behaviour by the stars of rugby league."''<ref name="TheAustralian"/> Many offenses include the combination of alcohol and violence against women ''(See: [[List of Rugby league incidents]])''.
Bundaberg Rum has been criticised for its controversial decision to sponsor the ''"alcohol-fuelled mayhem"'' of the [[National Rugby League|NRL]].<ref name="TheAustralian">{{cite web | url = http://www.theaustralian.news.com.au/story/0,20867,21475237-23289,00.html | title = The time has come to end glamourising alcohol sponsorship | author = Mike Daube | accessdate = 2007-06-04}}</ref><ref>[http://www.caan.adf.org.au/newsletter.asp?ContentId=t20060904 Community Alcohol Action Network, 4 September 2006"]</ref> Bundaberg Rum continues to use the slogan ''"The Official Spirit of the NRL"'' despite ''"almost daily reports of drunken rampages, assaults, drink-driving and various other forms of unacceptable behaviour by the stars of rugby league."''<ref name="TheAustralian"/> Many offences include the combination of alcohol and violence against women ''(See: [[List of Rugby league incidents]])''.


Bundaberg Rum has also been criticised for targeting its advertising towards young people and boys, through television commercials during NRL broadcasts, and other promotions.<ref>[http://www.abc.net.au/rn/talks/bbing/stories/s720116.htm ABC Radio National, 3 Nov, 2002 Program: Background briefing]</ref><ref>[http://www.caan.adf.org.au/newsletter.asp?ContentId=t20060612 Community Alcohol Action Network (CAAN) 'Grogwatch']</ref> The Bundaberg Rum Bear advertisements have been cited as one of the favourite ads among Australia's youth.<ref>[http://www.bandt.com.au/news/4f/0c029c4f.asp B&T Magazine, 20 December, 2004 Story: "Young adults are a paradox for marketers"]</ref> 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."''<ref>[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"]</ref>
Bundaberg Rum has also been criticised for targeting its advertising towards young people and boys, through television commercials during [[National Rugby League|NRL]] broadcasts, and other promotions.<ref>[http://www.abc.net.au/rn/talks/bbing/stories/s720116.htm ABC Radio National, 3 Nov, 2002 Program: Background briefing]</ref><ref>[http://www.caan.adf.org.au/newsletter.asp?ContentId=t20060612 Community Alcohol Action Network (CAAN) 'Grogwatch']</ref> The Bundaberg Rum Bear advertisements have been cited as one of the favourite ads among Australia's youth.<ref>[http://www.bandt.com.au/news/4f/0c029c4f.asp B&T Magazine, 20 December, 2004 Story: "Young adults are a paradox for marketers"]</ref> 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."''<ref>[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"]</ref>


Bundaberg Rum has been labelled the drink for [[Yobbo|yobbos]]<ref name = "yob1">[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</ref>, after some bars reported that ''"bundy drinkers are a lot louder, and more disruptive than other patrons."'' Four bars in [[Brisbane]] banned the rum products, claiming it makes drinkers aggressive and attracts the wrong crowd<ref name = "yob1"/>. ''"They will abuse bar staff, half a dozen a night, normally gangs of blokes, the marketing is directed at yobbos,"'' claimed one bar owner.<ref name = "yob2">[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</ref> The makers of Bundaberg Rum strongly refuted claims its drinkers were "[[Yobbo|yobs]]".<ref name = "yob2"/>
Bundaberg Rum has been labelled the drink for [[Yobbo|yobbos]]<ref name = "yob1">[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</ref>, after some bars reported that ''"bundy drinkers are a lot louder, and more disruptive than other patrons."'' Four bars in [[Brisbane]] banned the rum products, claiming it makes drinkers aggressive and attracts the wrong crowd<ref name = "yob1"/>. ''"They will abuse bar staff, half a dozen a night, normally [[Gang|gangs]] of [[Bloke|blokes]], the marketing is directed at [[Yobbo|yobbos]],"'' claimed one bar owner.<ref name = "yob2">[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</ref> The makers of Bundaberg Rum strongly refuted claims its drinkers were "[[Yobbo|yobs]]".<ref name = "yob2"/>


==Gallery==
==Gallery==

Revision as of 02:17, 26 June 2007

Bundy Rum Logo
Bundy Rum Logo

Bundaberg Rum is a dark rum produced in Bundaberg, Queensland, Australia. It is Australia's best known, locally produced spirit and is often referred to as "Bundy".

Bundaberg Rum was first produced 1888 after some local sugar millers proposed using the excess molasses produced in their mills to make rum. 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.

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.[citation needed] 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.[1]

Products

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

Bottles

  • 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, replaced Bundy Black
  • Bundaberg Rum Black Label - discontinued, extremely rare, 40.0% alcohol, 80 proof
  • Bundaberg Rum 18 Year Old - an extremely limited release - only 5,000 bottles ever made

Pre-mix (RTD)

  • Bundaberg Rum & Cola - can (375ml), stubby bottle (345ml).
  • 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 Bond 12 - limited edition can only (discontinued). 6.0% alcohol. Extremely rare
  • Bundaberg Rum & Cola Super Dry - 3.5% ABV & 25% less sugar for a crisper cleaner taste
  • Bundaberg Rum Premium & Cola - Availible soon. This is a 7% RTD, however unlike the Bundy OP Premix, this is made from Bundaberg UP.

On-tap/Keg

  • Bundaberg Rum and Cola Draught - similar taste to Rum and Cola RTD, but served from a tap and keg chilled.
  • Bundaberg Rum and Cola Super Dry Draught - similar to the RTD, but served on tap from a keg.

Distillery

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

Sponsorship

Rugby union

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[2].

Rugby league

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". Also they are naming-rights sponsor of NRL Monday Night Football.

Sporting venues

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

Bundaberg Rum has been criticised for its controversial decision to sponsor the "alcohol-fuelled mayhem" of the NRL.[3][4] Bundaberg Rum continues to use the slogan "The Official Spirit of the NRL" despite "almost daily reports of drunken rampages, assaults, drink-driving and various other forms of unacceptable behaviour by the stars of rugby league."[3] Many offences include the combination of alcohol and violence against women (See: List of Rugby league incidents).

Bundaberg Rum has also been criticised for targeting its advertising towards young people and boys, through television commercials during NRL broadcasts, and other promotions.[5][6] The Bundaberg Rum Bear advertisements have been cited as one of the favourite ads among Australia's youth.[7] 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."[8]

Bundaberg Rum has been labelled the drink for yobbos[9], after some bars reported that "bundy drinkers are a lot louder, and more disruptive than other patrons." Four bars in Brisbane banned the rum products, claiming it makes drinkers aggressive and attracts the wrong crowd[9]. "They will abuse bar staff, half a dozen a night, normally gangs of blokes, the marketing is directed at yobbos," claimed one bar owner.[10] The makers of Bundaberg Rum strongly refuted claims its drinkers were "yobs".[10]

See Also

References

  1. ^ Diago Press Release - Diageo acquires Bundaberg Rum from Bundaberg Sugar Group Ltd via Diageo website 6 December 2000
  2. ^ Sponsors & Partners - NSW Rugby
  3. ^ a b Mike Daube. "The time has come to end glamourising alcohol sponsorship". Retrieved 2007-06-04.
  4. ^ Community Alcohol Action Network, 4 September 2006"
  5. ^ ABC Radio National, 3 Nov, 2002 Program: Background briefing
  6. ^ Community Alcohol Action Network (CAAN) 'Grogwatch'
  7. ^ B&T Magazine, 20 December, 2004 Story: "Young adults are a paradox for marketers"
  8. ^ The Sydney Morning Herald, 12 July, 2003 Story: "Alcohol ads wet whistle of youth sport clubs"
  9. ^ a b Bundaberg denies rum jungle claim - The Age, 8 March 2005
  10. ^ a b Bundy drinkers 'not yobs' - The Age, 7 March 2005
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