W. M. C. Hickson served as the chairman, and other notables in attendance included all the big sugar mill owners of that time: W. G. Farquhar, F. L. Nott, T. Austin, J. Gale, S. McDougall, T. Penny, S. H. Bravo and A. H. Young.

[citation needed] In 1961, the company introduced the polar bear as its unusual choice of mascot, to imply that the rum could ward off the coldest chill.

The Premier, Campbell Newman, said it was a disappointing move, particularly for a region that had suffered devastating floods in recent years.

[8] A Diageo spokeswoman later clarified the situation, saying some premium products, such as the Master Distillers Collection, would continue to be bottled in Bundaberg.

There is also a museum which offers free samples of Bundaberg Rum products for visitors in a historic Queenslander house.

A new $8.5 million visitor centre opened to the public in August 2016 replacing the smaller historic house next door.

[34][35] Bundaberg Rum has also been criticised for targeting its advertising towards young people and boys, through television commercials during NRL broadcasts, and other promotions.

It was designed to soften rum's aggressive image and broaden its appeal from the traditional older male drinker to a more sociable audience.