UDV-owned rum brand, Bundaberg, is to roll out an on-tap dispenser for its Bundaberg Rum & Cola pre-mixed drink in pubs in Sydney and Melbourne.

Tony Scanlan, chairman of Bundaberg Rum Distilling Company, reckons it will be the first spirit on-tap anywhere in the world. The company aims to sell two or three kegs of Bundaberg Rum & Cola Draught per week in each outlet

Bundaberg Rum and Cola is already available in packaged format and has been one of the RTD brands which has been part of the strong growth in this area of the market. The brand currently has around 10% of Australia's A$1.2 billion RTD market.

Indeed, the move to offer an RTD in a draught form is a further challenge to the supremacy of beer in the Australian drinks market. According to the Liquor Merchants' Association of Australia, sales of pre-mixed drinks rose by 24% in 2001.