Bundaberg invites visitors to immerse themselves in rum

Bundaberg Distilling Company has engaged food facilities designer Wiley to create a visitors’ experience centre at the home of one of Australia’s most iconic brands, Bundaberg Rum.

The project will use technology to transform the customer experience, offering interactive self-guided tours and enabling visitors to learn the art of rum-blending by creating their own take-home blend.

Forecast for completion in mid-2016, the multimillion-dollar centre will be housed in two repurposed bond stores. The centre aims to attract additional tourists to the distillery, which is a leading Queensland tourist destination attracting around 60,000 domestic and international visitors a year.

Wiley Marketing Director Clare Mitchell says 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,” 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.

“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, so managing site risk and safety is paramount,” Ashmole said.

The new visitor experience will be ready in time for the annual The Spirit of Bundaberg Festival, to be held in late 2016.