According to recent figures released by Roy Morgan Research Queenslanders are more than twice as likely to drink rum in any given four weeks the rest of the country 8.3% to 4%. The research also showed that Tasmania is only state in the commonwealth that has a fondness for rum that comes close to Queensland with only 4.1% of Tasmanians drinking rum in any given four weeks. The research also showed that South Australians and Victorians clearly don’t have a fondness for rum with only 2.2% and 2.7%.
“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.” Andrew Price, General Manager – Consumer Goods, Roy Morgan Research commented.

Mr. Price also pointed out that the research showed that almost 6.0% of Queensland adults drink Bundaberg Rum in an average four weeks, well in excess of the population average (2.4%).
Mr. Price said that the research raises several questions 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? Mr. Price went on to suggest that 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. “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.” Mr. Price commented.