We needed to create a piece worthy of this milestone, something that felt suitably grand, while still maintaining the brand’s tongue-in-cheek tone. A marble sculpture felt appropriate, but also impossible to achieve within time and budget. So we created the next best thing – a highly detailed digital 3D sculpture that showcases the rum while recording key moments from the distillery’s history, all told using elements from its brand communications, including the Bundaberg Millers – the founding fathers of the distillery.

We made the rum central to the work, and combed back over the distillery’s history to find moments that true Bundaberg Rum fans would be aware of. Based on an illustration created by a designer based in Italy we then collaborated with the digital designers to craft the sculpture.

Despite being the most expensive rum ever released by the Bundaberg Distilling Company, stocks of 125 sold at the Distillery ran out in one day. While online, demand for the bottle crashed the website of one of the biggest liquor retailers in the country.