Tuesday, September 22nd, 2015

As anyone who’s been saved from a parking fine by a bikini-clad meter maid would know, Queenslanders do things differently. Their rum-drinking habits are no exception: whereas 5.4% of Australian adults consume some kind of rum in an average four weeks, this figure jumps to 9.8% of folks in the Sunshine State.

When it comes to dark rum, the difference is even more striking, with Queenslanders (8.3%) being more than twice as likely as the average Aussie 18+ (4.0%) to indulge in any given four weeks. The only other state that comes even remotely close is Tasmania (4.1%), while it’s fair to say that South Australians (2.2%) and Victorians (2.7%) are not aficionados.

Driving Queenslanders’ elevated incidence of dark rum consumption is their taste for one particular brand … Bundaberg*! Almost 6.0% of Queensland adults drink Bundy in an average four weeks, well in excess of the population average (2.4%).

Dark rum and Bundaberg rum consumption by state

Source: Roy Morgan Single Source (Australia), July 2014 – June 2015 (n=16,865).

Produced in the town it was named after since 1888, Bundaberg is enjoyed by above-average proportions of Queenslanders in all regions of the state (except the Gold Coast, curiously enough). Its popularity peaks in Eastern Brisbane (where 9.9% of residents drink it in any given four weeks) and Cairns (7.8%).

Naturally, these findings beg the question: why is Bundy so popular with Banana Benders? Are they born with an in-built appreciation of its taste? Is the brand promoted more heavily in Queensland than elsewhere? Or is there an element of state pride to Queenslanders’ rum consumption?

Judging by their above-average fondness for that other iconic home-grown beverage, XXXX beer, the state-pride theory doesn’t seem so far-fetched. In an average four weeks, 5.4% of Aussie adults consume some variety of XXXX— compared with 14.3% of Queenslanders…

Andrew Price, General Manager – Consumer Goods, Roy Morgan Research, says:

“In any given four-week period, almost half the Australians who drink Bundaberg rum are from Queensland. As suggested above, a sense of regional pride may contribute to the spirit’s popularity in its home state, especially since we see the same over-representation of Queenslanders when it comes to XXXX consumption.

“But while the brand is inextricably linked with the Sunshine State, this shouldn’t prevent it from being drunk more widely across the nation. Obviously, there are people from other states who do consume it, but there is plenty of room for expanding its national penetration.

“Roy Morgan Research’s in-depth consumer profiling took Helix Personas shows that people from the up-and-coming, house-proudToday’s Families and low-income, true-blue Battlers communities are considerably more likely than the average Aussie to drink Bundaberg. Both groups can be found around the country – Battlers in particular are distributed very widely across urban and country areas of all states and territories.

“If Bundaberg focused on reaching these segments of the population with tailored communications, they could find the brand’s market increasing exponentially.”

* NB: figures do not include Bundaberg Five, which is a white rum.

Contact Profile

Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com


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