ABSTRACT
Bundaberg Brewed Drinks is a family owned business located in regional Queensland whose famous ‘Bundaberg Ginger Beer’ is sold in most national supermarkets in Australia. After its inception in the 1960s, it started exportation in 1987 and now exports to over 44 countries, including New Zealand, the UK, the USA, China, and Singapore. Bundaberg Ginger Beer’s unique strength lies in the local ingredients (best quality ginger, sugarcane) whose production is possible in the tropical weather of Queensland. Local businesses linked with the supply chain have increased the company’s production economy, and the Queensland Government’s $46 million funding in 2019 has boosted its financial strength. Sustainable packaging practice is another strength of the company. The company is trying to address the threats from sugar-tax, seasonality of demand, increasing health-awareness of consumers, etc. The wide use of Ginger Beer as a mixer of alcoholic cocktails and extensive marketing and distribution efforts can offer opportunities for its global expansion.
