Bundy Red success

[cavvy]

In these difficult times for sponsorship it is good to quote a success story:

GLOBAL distiller Diageo will use a new portfolio of premium spirit brands and the rising popularity of cocktails to increase earnings in Australia after the introduction of the alcopops tax and shifting consumer tastes slashed local profit by 25 per cent.

It has released Bundaberg Red, an extra-smooth rum, to attract new drinkers and will pursue other ideas to tempt drinkers back to spirits.

Managing director Tim Salt said ready-to-drink (RTD) cocktail mixes were proving increasingly popular.

Diageo Australia, which owns brands such as Bundaberg Rum, Smirnoff, Johnnie Walker, Baileys and Guinness, posted a net profit of $36.7 million for the year to June 30, down from a profit of $48.49 million in 2007-08. Revenue was down $44.5 million, or 8 per cent, to $520.3 million.

Mr Salt said Diageo Australia's results reflected 10 months of the Federal Government's alcopops tax.

''What you are seeing there is two things working in different directions: RTD sales going down around mid-20 per cent; and then as a result of that, people moving out of RTD and moving into bottled spirits.''

Diageo Australia witnessed 15 to 16 per cent growth in the sale of bottled spirits after the alcopops tax came in, but the gains were not enough to offset the dip in RTD sales.

Consumers were switching back to RTDs, with that segment of its business returning to historic premium growth rates of about 10 per cent and sales of bottled spirits retreating to low single-digit figures.

Mr Salt said that a new class of ready-to-serve drinks, based on its popular brands such as Smirnoff, was selling well.

''It fits in with one of the trends that we are seeing, which is that people are starting to drink a little more at home, and through the cocktail we are allowing them to have a cocktail occasion at home.''

Lets hope the V8 Supercar sponsorship is seen to have played its part.

Note to pro racer who has been tipping Bundy sponsorship since he was in nappies: I dips me lid, you were right, ring this mob & ask them what advice they need & mail them a bill !!

[Armageddon]

There was a few rumours floating around at Homebush that we might see two Bundy cars next year, one Bundy Red the other Bundy Gold.....

[applecart]

surely exposure through motorsport has assisted with this, not just the V8SC sponsorship, but they also had a fairly large presence at the F1GP - thats where i first got hooked on the new extra smooth rum

what is the future for alcohol sponsorship in sport though?

[Driver TBA]

Originally Posted by applecart

what is the future for alcohol sponsorship in sport though?

Off the top of my head these are the brands involved.

XXXX
JimBeam
Jack Daniels
Bundaberg Rum
Victoria Bitter
Sirromet (I think?)

Plus BottleO and BWS (or are they gone now?)

While the money being injected into the sport is great, there is already talk in the media about banning alcohol sponsorship from sport. Like cigarette sponsorship in the 90's this media talk is only going to get louder and louder.

I wouldn't be suprised if we see something in place in the next few years that will see the phasing out of alcohol sponsorship like they did with the smokes.

Imagine the field day the media and dogooder groups would have if a DJR or Kelly Racing driver were caught drink driving.

[madman16]

Might be good to get them in the papers more often. Endless scandal doesn't seem to hurt the football codes. Maybe v8sc need whincup or someone to go on a sex rampage in every state, that will get it in the news

[cavvy]

Bundy are sponsoring 2 x Walkinshaw cars in 2010, so I'd say its an acknowledgement they are happy with the results of the 09 sponsorship.

Shame Dave Reynolds has been missed out on a full time gig.

[rdmdog]

Who would have thunk that Dave would lose his ride as part of the success of Bundy Red Racing! Thommo, you would want to do well!!

[V8 Fireworks]

$? Thommo seems to be pretty good, with WP tutition you'd think he would be turning fast laps, consistently, at every track in fairly little time.

[Ratster70]

Would love to see the traditional black and gold bundy setup on the second car next year knows which car id be following if they do

[marcus]

bahhhh Not happy Dave reynolds has been let go

I guess I am bias as he is a local boy from my town , started racing at my local kart track and I know his father and brother fairly well , so I have been supporting him all year and think he did a very good job , you could clearly see his development and improvement during the year and didnt get into too much trouble really.

So I think its a bad move to drop him from a full time ride as he would only get better next year for sure.

anyway the Bundy Red name has moved onward and upward this year so hopefully they can improve even more next year

[madman16]

Agreed, not happy that Mr Reynolds has been stood down after one season. I really thought that he was a driver on the rise now he's forced to wait his turn again.

Nothing against Thommo though as i think he may be good as well. Just preferred Reynolds

[Gaz170]

I'm certainly surprised Reynolds got the boot, given his performances at the end of the year. Not his fault the car broke too many times.

[rdmdog]

we can only imagione how many of the items that broke were development items for the HRT cars???