Rum immersion – a new way to experience the Bundaberg brand  

08 December 2015

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Wiley are excited to announce we have signed a contract with the Bundaberg Distilling Company to create a dynamic new visitors’ experience centre at the home of one of Australia’s most iconic brands, Bundaberg Rum.

Bundaberg Distilling Company is using state-of-the-art technology to transform the physical customer experience with interactive self-guided tours to enable visitors to fully immerse themselves in the Bundaberg rum brand.

Slated for completion in July 2016 the new centre will be housed in two repurposed bond stores and give visitors the chance to learn the art of rum-blending by creating their own take-home premium blend.

The multi-million dollar project aims to attract even more tourists to the iconic distillery, which currently attracts around 60,000 domestic and international visitors a year making it one of the most popular attractions in Queensland.

According to Wiley Marketing Director Clare Mitchell brand loyalty is increasingly relying on innovative and immersive customer experiences.

“Retail is no longer just about the product. We are finding a number of our clients are exploring how they can transform  traditional customer experiences through integrating innovative design and next generation technology,” Mrs Mitchell said.

Wiley Project Manager, Logan Ashmole said “Wiley is managing construction and delivery of a vat museum, cinema, alfresco dining area and retail outlet, as well as creating a function centre and conference rooms in the existing Queenslander. Approximately 50 jobs will be created in the region during the construction of the project.”

“One of the biggest challenges is that the project needs to be constructed while the plant is operating. Alcohol is dangerous to work around due to the flammable nature of the product, managing site risk and safety is paramount,” said Mr Ashmole.

“We’re excited to create an innovative visitor experience that is a world-first in brand-driven tourist attractions.”

The Bundaberg distillery tour is currently listed as the number one attraction in the Bundaberg region through tourism referral website TripAdvisor. Brand loyalists will be flocking to explore the new visitors experience which will also be ready in time for the annual The Spirit of Bundaberg Festival.

Bundaberg Rum Visitor Centre