Diageo announces AU$7.5m Bundaberg expansion

Diageo’s Bundaberg Rum has revealed plans to spend AU$7.5 million on building a new visitors’ centre at its Australian distillery – the most significant investment at the site in 10 years.

Bundaberg Distilling Company’s expansion comes more than one year after a raft of redundancies were made at the firm

The upgrade will feature an interactive and self-guided tour experience, as well as an alfresco dining area and function facilities for private and corporate events.

It is hoped that the new centre, which is to be completed by July 2016, will increase the number of tourists who visit the Queensland-based site.

Over the last 10 years, Diageo has invested approximately US$5m in boosting the distillery’s appeal as a tourist destination. Bundaberg Distillery attracts around 60,000 domestic and international visitors every year.

“We’ve modelled the new visitor centre off our state-of-the-art Barrel House, as it offers visitors the chance to get a first-hand view of how our premium rums are crafted,” said Duncan Littler, senior brand manager of Bundaberg Rum.

“The centre will be housed in two of the BDC’s (Bundaberg Rum Distillery Company) repurposed bond stores, which have housed millions of litres of Bundaberg Rum over the years, so you really couldn’t hope to get any closer to the real experience.”

The world’s largest display of historical Bundaberg Rum bottles will be displayed at the centre, as well as an expanded retail experience where consumers will be able to purchase the full range of Bundaberg Rum products, including products that are exclusively sold at the distillery.

Visitors will also have the opportunity to blend their own bottle of rum to take home as part of a “unique experience”.

“The Bundaberg Distilling Company has been an integral part of the local Bundaberg region for more than 125 years and we intend to be here for many years to come,” said David Smith, managing director of Diageo Australia.

“Through this investment we’re able to ensure the success of the distillery, while at the same time ensuring the success of the region by strengthening tourism and local employment.”

In May 2014, Diageo confirmed that it had made a number of Bundaberg Distilling Company employees redundant due to “continued pressure” from lower alcohol consumption and “punitive excise tax” on spirits in Australia.