The Mr. Fourex (XXXX) logo now on the Queensland heritage register.
The Mr. Fourex (XXXX) logo now on the Queensland heritage register.

Iconic ale taps into new market

THEY'VE become Queensland's biggest international tourist market - now the Chinese are developing a real taste for some of our most famous brands.

XXXX beer and Bundaberg Rum have emerged as two of Australia's most recognised brands among China's booming middle class.

Five leading Queensland brands have made the top 10 in the annual Australian Brands in China survey.

The Australia China Business Council surveyed more than 9000 Chinese consumers from major cities on their perceptions of Aussie brands, from trustworthiness to value for money.

Adina Apartment Hotels, with hotels around Australia including in Brisbane, came out tops in the survey which is dominated by tourism and alcohol brands.

Qantas, founded in Winton in 1920, was No.2, followed by Gold Coast-based hotel group Mantra, XXXX and Brisbane-headquartered Virgin Australia Airlines.

Iconic Bundy Rum was ranked Australia's eighth most recognisable brand in a list which also featured winemakers Lindeman's and Hardys.

Monash Business School and marketing agency Digital Crew, which carried out the survey, said the results reflected Australia's growing appeal.

 

Chinese tourists Chungyi Wu and Judy Wu enjoy XXXX Golds and Bundaberg Rum at Paradise Country on the Gold Coast. Picture: Nigel Hallett
Chinese tourists Chungyi Wu and Judy Wu enjoy XXXX Golds and Bundaberg Rum at Paradise Country on the Gold Coast. Picture: Nigel Hallett

 

China has eclipsed New Zealand as Queensland's biggest source of overseas tourists, with almost 500,000 Chinese flocking here last year.

Queensland also sends nearly $30 billion worth of experts to China annually.

Chinese tourists happily downed a few XXXX Golds and Bundy rums during a visit to the Paradise Country theme park on the Gold Coast yesterday.

"Australian beer is very good and Chinese visitors think XXXX is one of the best," a tour company spokesman said.

Buoyed by the growing thirst for XXXX among Chinese tourists, brewer Lion Nathan has recently resumed exporting the 140-year-old brand to China, and is planning a trade mission.  

Buoyed by the growing thirst for XXXX by Chinese tourists, brewer Lion Nathan has recently resumed exporting the 140-year-old Queensland brand to China and is planning a trade mission.

"XXXX is synonymous with Queensland - and Queensland is the jewel in Australia's tourism crown," a spokesman said.