14 Apr 2020


Bundaberg Rum has partnered with WWF-Australia to announce the release of the limited-edition ‘Australian Bushfire Regeneration Rum’, to help raise $1 million for WWF’s Australian Wildlife & Nature Recovery Fund.

Available to purchase now from selected retailers nationwide, 100 per cent of Bundaberg Rum’s profits from the sales of the rum will go straight to the fund. With a total fundraising target of $30 million, the Wildlife & Nature Recovery Fund specifically supports wildlife and habitats affected by the recent devastating Australian bushfire crisis. 

The Australian Bushfire Regeneration Rum is Bundaberg Original Rum Aged 3 Years, presented in a new limited edition bottle, noticeably featuring a koala in temporary place of the iconic Bundy Bear and set against a backdrop of the Australian bush showing the journey from devastation to regeneration. The koala is one of the many wildlife species whose populations have been threatened by the bushfires.

Having experienced two damaging fires at the Bundaberg Rum Distillery and witnessing the effects of regional flooding and drought in its history, the brand is acutely aware of the long road to recovery after a disaster.

Duncan Littler, Bundaberg Rum Visitor Experience Operations & Brand Manager, says: "We’ve been heartbroken at the scale of natural devastation that Australia has endured over the last few months, with 18.6 million hectares of unique bushland and more than a billion animals lost to the bushfires.”

“We know our Bundy community will always try to help out a fellow mate during a tough time. The impacted communities, bushland and wildlife still need our help today, tomorrow and well into the future, so we’ve launched this limited edition bottle to help do our bit for bushfire relief.”

Dermot O’Gorman, CEO of WWF-Australia says, “The devastation caused by the recent bushfires is unprecedented and the recovery work ahead remains immense. It is truly incredible to see partners like Bundaberg Rum and people from all over Australia banding together to protect our precious wildlife and wild places. This support will help us continue to both restore what has been lost and build a resilient Australia in these exceptionally challenging times.”

The $1 million raised through bottle sales will specifically support WWF-Australia’s work in partnering with wildlife response organisations, communities and scientists nationally across the country in swift response and recovery at scale, alongside habitat restoration for people and nature, including restoring forests and damaged wildlife habitat, stopping deforestation, cultivating habitat connectivity, and core habitat, Indigenous and rural fire management. The work also assists in future-proofing Australia, including driving solutions to help mitigate climate change, driving climate preparedness, species adaptation and long-term wildlife and nature conservation efforts towards securing Australia’s natural resources for people and nature.

In January 2020, Bundaberg Rum donated $500,000 to the Red Cross Australia Disaster Relief and Recovery Fund, to aid people experiencing extreme crisis in bushfire-impacted communities, as well provide assistance for the longer-term needs for towns and regions recovering from natural disasters and on-going challenges.

Bundaberg Rum ‘Australian Bushfire Regeneration Rum’ is available from the webstore – www.BundabergRum.com.au. It’s also available at selected Dan Murphy’s, First Choice QLD & BWS stores and their online portals plus selected independent retailers.