THEY had the perfect formula for overnight export success – selling a much-loved, tried and tested ginger fizzy drink to billions of Chinese whose love affair with the medicinal herb stretches back thousands of years.
But it didn’t quite work out that way.
Bundaberg Brewed Drinks learnt the hard way it’s a much tougher sell to get their iconic brown stubbies of ginger beer into the hands of Chinese consumers.
“We went in with the perception that the Asian culture must like ginger beer because they like ginger and that was a really naive approach which we certainly learnt from,” says chief executive John McLean.

Read more: The mistake that made them millions
https://www.couriermail.com.au/business/bundaberg-brewed-drinks-find-success-exporting-to-the-world/news-story/6322e35a04366be34d80c7419ff87c2a

Read more: The mistake that made them millions