Bundaberg Brewed Drinks
Bundaberg Brewed Drinks is a family-owned Australian craft-brewed non-alcoholic beverage manufacturer founded in 1968, producing ginger beer, sarsaparilla, fruit sparkling drinks, and a low-sugar range sold in over 60 countries through retailers, warehouse clubs, airlines, distributors, and DTC.
- Company typePrivate
- Founded1968
- HeadquartersBundaberg, Australia
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Bundaberg Brewed Drinks does
Bundaberg Brewed Drinks Pty Ltd is a privately held, family-owned Australian beverage manufacturer founded in 1968 (originally as Electra Breweries, renamed in 1995) and headquartered in Bundaberg, Queensland. The company produces and distributes a portfolio of non-alcoholic craft-brewed soft drinks built around a proprietary multi-day brewing process (3–7 days depending on SKU) that uses Queensland cane sugar, locally-grown ginger root, real fruits, herbs, and spices, with the resulting brew packaged predominantly in glass bottles. Its core range spans Traditional Brews (Ginger Beer, Sarsaparilla, Lemon Lime & Bitters, Traditional Lemonade, Burgundee Creaming Soda, Apple Cider), a Cafe/Sparkling fruit range (Guava, Blood Orange, Pink Grapefruit, Passionfruit, Peach, Tropical Mango, Pineapple & Coconut, Dekopon Mandarin), and the 2025-launched Refreshingly Light low-sugar range; 200ml mini cans extend distribution into on-the-go and bartender channels.
The business makes money by selling finished beverages through three principal streams: (1) domestic and international retail/wholesale beverage sales via national supermarket chains, independent retailers, convenience stores, warehouse clubs (including Costco in the US since 2012), and airline catering (Qantas since 2014); (2) international distribution to over 60 countries through a network of dedicated regional distributors (AG Barr in the UK, POKKA in Singapore, Karlsberg in Germany, Brewrise in Italy, Lawand Trading in the Middle East, multiple US regional houses, and others); and (3) tourism and merchandise revenue from the Bundaberg Barrel visitor centre opened in 2005, including tours, tastings, personalized labels, and click-and-collect services. Supporting infrastructure includes three directly-operated New Zealand distribution centers (Auckland, Lower Hutt, Christchurch) and a 2023 Master Brewery / super brewery investment of $152 million that tripled production capacity. The company is led by CEO John McLean, with founder Cliff Fleming AM continuing as Master Brewer; ownership remains entirely within the Fleming family, with no external funding rounds or parent company disclosed.
Bundaberg Brewed Drinks firmographics
Firmographics- Name
- Bundaberg Brewed Drinks
- Legal name
- Bundaberg Brewed Drinks Pty Ltd
- Website
- https://bundaberg.com
- Company type
- Private
- Founded year
- 1968
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Bundaberg Brewed Drinks is a family-owned Australian craft-brewed non-alcoholic beverage manufacturer founded in 1968, producing ginger beer, sarsaparilla, fruit sparkling drinks, and a low-sugar range sold in over 60 countries through retailers, warehouse clubs, airlines, distributors, and DTC.
- Ownership category
- akta.pro rank
Bundaberg Brewed Drinks industry classification
Industry- Product category
- Non-Alcoholic Brewed Beverages
- NAICS
- Soft Drink Manufacturing (312111), Beverage Manufacturing (3121)
- SIC
- Bottled & Canned Soft Drinks & Carbonated Waters (2086), Beverages (2080)
- akta.pro primary industry
- Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB)
- akta.pro secondary industries
- Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic) (CRADAIAH), Kombucha & Other Fermented Non-Alcoholic Beverages (AFAFABAK)
Keywords
Where Bundaberg Brewed Drinks is headquartered
LocationHeadquarters
- HQ city
- Bundaberg
- HQ country
- Australia
- HQ region
- Oceania
Offices6 records
Markets served
Bundaberg Brewed Drinks business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Infrastructure, Marketing or Sales, Personnel
Revenue model
- Consumer Beverage Sales: Bundaberg generates revenue through the sale of craft-brewed non-alcoholic beverages directly to consumers via retailers including supermarkets, convenience stores, and online platforms. The company sells a wide range of flavors including Ginger Beer, Sarsaparilla, fruit-based sparkling drinks, and the newer Refreshingly Light low-sugar range.
- International Distribution: Revenue generated from exporting products to over 60 countries worldwide through a network of international distributors. Products are sold through regional distributors in North America, Europe, Asia, and the Middle East.
- Tourism and Merchandise: The Bundaberg Barrel tourist attraction offers tours, tastings, and merchandise sales. The visitor center generates additional revenue streams through branded merchandise and click-and-collect services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Brews (Traditional Range) |
| Unit Pricing | Pay-as-you-go | Sparkling Fruit Range (Cafe Range) |
| Unit Pricing | Pay-as-you-go | Refreshingly Light Range |
| Unit Pricing | Pay-as-you-go | 200ml Mini Cans |
Go-to-market motion1 record
Distribution channels8 records
Marketing channels8 records
Bundaberg Brewed Drinks product offering
Product offeringCore offering
Bundaberg Brewed Drinks crafts and bottles non-alcoholic brewed beverages using a traditional 3-7 day fermentation process with real Australian-grown ingredients such as ginger root, fruits, herbs and spices, packaged primarily in glass bottles and cans. The portfolio spans Traditional Brews (Ginger Beer, Sarsaparilla/Root Beer, Lemon Lime & Bitters, Traditional Lemonade, Burgundee Creaming Soda, Apple Cider), a Sparkling/Cafe Range of fruit-flavored brewed drinks, and the 2025 Refreshingly Light low-sugar range, sold through retailers, distributors, on-premise hospitality, airlines and direct-to-consumer channels in over 60 countries.
Differentiator
Problem solved
Functional benefit
Brands
- Bundaberg Barrel: Tourist attraction next to the brewery showing visitors how Bundaberg ginger beer is made, with interactive displays and educational material.
- Bundaberg Refreshingly Light
- Brew Crew
Products and services
- Bundaberg Ginger Beer (Traditional Brew) Flagship non-alcoholic craft-brewed ginger beer made with real ginger root through a multi-day fermentation process; packaged in iconic rip-cap glass bottles for consumers and on-premise mixology use (Moscow Mule, Dark and Stormy).
- Bundaberg Sarsaparilla (Traditional Brew) Non-alcoholic craft-brewed sarsaparilla root soft drink made with real sarsaparilla root, liquorice root, vanilla bean and molasses through a multi-day brewing process; targeted at consumers seeking premium heritage soft drinks.
- Bundaberg Lemon Lime & Bitters (Traditional Brew) Non-alcoholic craft-brewed lemon, lime and bitters soft drink produced through a multi-day fermentation process; targeted at consumers and hospitality venues as a premium mixer and standalone beverage.
- Bundaberg Traditional Lemonade (Traditional Brew) Non-alcoholic craft-brewed traditional lemonade made through the multi-day brewing process; targeted at consumers seeking a premium heritage-style lemonade.
- Bundaberg Burgundee Creaming Soda (Traditional Brew) Non-alcoholic craft-brewed creaming soda made through the multi-day brewing process; targeted at consumers and on-premise venues.
- Bundaberg Guava Sparkling Drink (Cafe/Sparkling Range) Non-alcoholic craft-brewed sparkling guava drink made with real fruit juice; targeted at consumers seeking premium fruit-flavored sparkling beverages.
- Bundaberg Blood Orange Sparkling Drink (Cafe/Sparkling Range) Non-alcoholic craft-brewed sparkling blood orange drink made with real fruit juice; targeted at consumers seeking premium fruit-flavored sparkling beverages.
- Bundaberg Pink Grapefruit Sparkling Drink (Cafe/Sparkling Range) Non-alcoholic craft-brewed sparkling pink grapefruit drink made with real fruit juice; targeted at consumers seeking premium fruit-flavored sparkling beverages.
Companies that use Bundaberg Brewed Drinks
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles2 records
Bundaberg Brewed Drinks technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Bundaberg Brewed Drinks partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and regional.
- AG Barr plccoreUK-based beverage company handling Bundaberg distribution in the United Kingdom. Located at Westfield House, 4 Mollins Road, Westfield, Cumbernauld, G68 9HD. Contact: +44 (0) 1236 852400.
- POKKA PTE. LTD.coreSingapore-based distributor handling Bundaberg products. Located at 39 Quality Road, Singapore 618810.
- Brewrise SRLcoreItalian distributor located at Via G. Savelli, 28 - 35129 Padova. Contact: (0039) 049 884 3104. Covers Italian market.
- KarlsbergcoreGerman distributor - Karlsberg Brauerei, Karlsbergstrabe 62, 66424 Homberg / Saar-Pfalz. Contact: +49 6841 1050.
- HensleyregionalUS distributor covering Arizona region. Located at 4201 N. 45th Ave., Phoenix, AZ 85031. Phone: 602 264 1635.
- Southern Glazer's Wine & SpiritsregionalUS distributor covering Colorado region. Located at 22800 E 19th Ave, Aurora, CO 80019. Phone: 866-375-9555.
- The Odom CorporationregionalUS distributor covering Pacific Northwest (Washington, Oregon, Idaho, Alaska). Located at 11400 SE 8th Street, Suite 300, Bellevue, WA 98004. Phone: 800-767-6366.
- Johnson BrosregionalUS distributor covering Pacific Northwest states (WA, OR, ID, AK). Located at 4701 Mitchell St, North Las Vegas, NV 89081. Phone: +1 702-643-1752.
- Bundaberg Brewed Drinks NZcoreCompany-operated distribution in New Zealand with three locations: Auckland (Unit C3, 4 Pacific Rise, Mount Wellington), Lower Hutt (15 Peterkin Street, Wingate), and Christchurch (36 Bryon Street, Sydenham).
- Lawand TradingregionalDubai-based distributor covering Middle East markets. Located at Office M09, Red Avenue Building, 57 Street, Garhoud, Dubai. Contact: +971 4 295 8688.
- Jet ImportregionalBelgian distributor located at Rekemstraat 58, 8930 Lauwe. Contact: (0032) 56 50 97 40.
- Geoffrey HughesregionalAustralian export company handling Bundaberg distribution in various markets. Located at Level 14, 67 Albert Avenue, Chatswood, NSW 2067.
- Brasserie LicorneregionalFrench distributor located at 60 rue de Dettwiller, BP40019, 67701 Saverne. Contact: +33 388021999.
- Uniq Drinks FinlandregionalFinnish distributor located at Orionintie18-22 FIN-02200 Espoo. Contact: (00)35 8207170557.
- Lekker Fres Drinks Company B.V.regionalDutch distributor located at Merkhuis, Reduitlaan 25 L, 4814 DC Breda, The Netherlands. Contact: 076 88 83 000.
- Matt FearnleycoreProfessional bartender from The Laneway, Brisbane, Australia, who has created the cocktail and mocktail recipe collection for Bundaberg Brewed Drinks, developing recipes that showcase Bundaberg products as mixers.
- QantasregionalAustralian airline that serves Bundaberg Ginger Beer on flights. In 2014, sleek new 'Squat' cans of Bundaberg Ginger Beer were introduced on Qantas flights.
- CostcocoreUS warehouse club chain. A ground-breaking moment for the family-owned business as they secured their first sales to US giant Costco in 2012.
Scale indicators8 records
Recent moves9 records
Expansion highlights6 records
Bundaberg Brewed Drinks competitors and assessment
Company assessmentDirect peers
- Fentimans: Fentimans is a UK-based heritage craft-brewed soft drink maker using traditional botanically brewed processes. Directly comparable to Bundaberg in multi-day brewing method, glass-bottle packaging, premium pricing, and mixer/standalone dual use cases.
- Fever-Tree Drinks: Fever-Tree is the global leader in premium mixers including ginger beer, tonic water, and cocktail mixers. It is the closest comparable to Bundaberg in premium ginger beer positioning and mixer-led GTM, with overlapping cocktail-culture customer base and export-driven growth.
- Reed's Inc. Reed's is a US craft ginger beer brand with a heritage brewing process and premium positioning. Competes head-on with Bundaberg in the North American craft ginger beer category via similar natural-ingredient and mixer use cases.
- Q Mixers: Q Mixers is a US premium cocktail mixer brand with strong craft credentials and bar/hospitality channel focus. Comparable to Bundaberg on premium mixer positioning, craft-brewed credentials, and on-trade cocktail culture GTM.
- Capi: Capi is an Australian premium mixer brand founded in 2014, competing directly with Bundaberg in the domestic Australian mixer and sparkling drink category, sharing retailers, hospitality channels, and health-conscious consumer targeting.
- Barritt's Ginger Beer: Barritt's is a Bermuda heritage ginger beer brand sold primarily in North America. Directly comparable to Bundaberg as a heritage craft ginger beer competitor in the same mixer and standalone use cases in international markets.
- Strangelove & Co: Strangelove & Co is an Australian premium mixer brand with a focus on craft sodas, tonics, and ginger beer. Comparable to Bundaberg on premium mixer positioning, Australian-made identity, on-trade distribution, and health-conscious consumer base.
- Thomas Henry: Thomas Henry is a German premium mixer brand (bitter lemon, ginger ale, tonic). It is comparable to Bundaberg as a European specialty mixer with strong bar/hospitality channel presence and a craft-brewed flavor profile.
Broad incumbents
- AG Barr: AG Barr is a UK-listed soft drinks company (Irn-Bru, Rubicon, Funkin) and is also Bundaberg's UK distribution partner. Comparable as a broader non-alcoholic beverage portfolio operator with mixer and carbonated soft drink SKUs overlapping Bundaberg's category.
- Keurig Dr Pepper: Keurig Dr Pepper is a major North American non-alcoholic beverage conglomerate. Comparable as a broad-incumbent competitor with deep US distribution that competes with Bundaberg on retail shelf space, mixer occasions, and ginger ale / craft soda adjacencies.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Bundaberg Brewed Drinks social profiles
Digital presenceBundaberg Brewed Drinks financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bundaberg Brewed Drinks leadership team
Management profileNumber of profiles
Profiles2 records
Bundaberg Brewed Drinks funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bundaberg Brewed Drinks M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bundaberg Brewed Drinks
What does Bundaberg Brewed Drinks do?
Bundaberg Brewed Drinks crafts and bottles non-alcoholic brewed beverages using a traditional 3-7 day fermentation process with real Australian-grown ingredients such as ginger root, fruits, herbs and spices, packaged primarily in glass bottles and cans. The portfolio spans Traditional Brews (Ginger Beer, Sarsaparilla/Root Beer, Lemon Lime & Bitters, Traditional Lemonade, Burgundee Creaming Soda, Apple Cider), a Sparkling/Cafe Range of fruit-flavored brewed drinks, and the 2025 Refreshingly Light low-sugar range, sold through retailers, distributors, on-premise hospitality, airlines and direct-to-consumer channels in over 60 countries.
Is Bundaberg Brewed Drinks a public or private company?
Bundaberg Brewed Drinks is a private company. It is classified as family owned and is currently operating.
When was Bundaberg Brewed Drinks founded?
Bundaberg Brewed Drinks was founded in 1968. It employs 101 to 250 people.
Where is Bundaberg Brewed Drinks based?
Bundaberg Brewed Drinks is headquartered in Bundaberg, Australia, in the Oceania region.
How does Bundaberg Brewed Drinks make money?
Three revenue lines are on record. Consumer Beverage Sales are the primary driver. The others are international Distribution and tourism and Merchandise.
Who are Bundaberg Brewed Drinks's main competitors?
Direct peers on record are Fentimans, Fever-Tree Drinks, Reed's Inc., Q Mixers, Capi, Barritt's Ginger Beer, Strangelove & Co and Thomas Henry. Broad incumbents are AG Barr and Keurig Dr Pepper.
Does Bundaberg Brewed Drinks have an API?
No public API is recorded for Bundaberg Brewed Drinks.
What industry is Bundaberg Brewed Drinks in?
Bundaberg Brewed Drinks's product category is Non-Alcoholic Brewed Beverages. Its primary akta.pro industry code is CRADAHAB, Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks), with a secondary code of CRADAIAH, Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic). Its NAICS code is 312111 and its SIC code is 2086.