Bundaberg

Bundaberg solved a waste problem and created an Australian icon. In the 1880s, sugar mills throughout the region faced a challenge: molasses, the byproduct of sugar refining, was heavy, difficult to transport, and barely worth the cost of converting to stock feed. In 1888, the Bundaberg Distilling Company was founded to turn this waste into rum.

The first batch of Bundaberg Rum was distilled in 1889. The early years were difficult—the economic depression of 1890-93 sent the distillery into receivership. But the company survived, and by the 20th century, 'Bundy' had become synonymous with Australian rum. The polar bear mascot, introduced in 1961, implied the rum could ward off the coldest chill. Diageo acquired the brand in 2000.

The sugar industry that created the rum still defines the city. Large plantations were established throughout the 1880s; today, Bundaberg remains one of Australia's most famous sugar-producing regions. The 'Rum City' or 'Sugar City' nicknames acknowledge both dimensions of this identity.

Bundaberg's modern economy includes beverage manufacturing beyond rum—Bundaberg Brewed Drinks produces craft sodas; craft breweries and distilleries have proliferated. The city reached 73,747 residents at the 2021 census, making it Queensland's ninth-largest. An $8.5 million visitor centre opened in 2016, turning rum production into tourist attraction.

By 2026, Bundaberg offers a model for regional branding: turning agricultural byproduct into cultural icon.