Appleton Estate Jamaica Rum has re-launched its premium rum range with a new naming classification and a makeover of its packaging design, set to roll out this month.
Gruppo Campari Global Integration Director for Rums Richard Black explained the rationale behind the change: “Appleton Estate has been producing premium, quality Jamaican Rum for more than 265 years. While the liquid in the bottle remains exactly the same, we decided to bring a consistent and coherent naming structure to help consumers appreciate the differences among our three core variants as well as the hierarchy between the new variants.
“We feel that the new naming classification is unique to the rum category and to Appleton Estate and, more importantly, celebrates the art of blending which is so integral to the rum industry and is what makes our Appleton Estate rums so rich, complex and flavourful.”
Under the new naming structure, Appleton Estate V/X has been renamed Appleton Estate Signature Blend, Appleton Estate Reserve is now known as Appleton Estate Reserve Blend, and the new name for Appleton Estate Extra 12yo is Appleton Estate Rare Blend 12yo. The brand noted that it has not changed the names, packaging or liquid for its luxury brands – Appleton Estate 21yo Jamaica Rum or Appleton Estate 50yo Old Jamaica Rum.
The shape of the Appleton Estate bottle has been retained to provide consumers with a familiar visual cue, but the bottle cap now includes the signature of Master Blender Joy Spence to reinforce the brand’s crafted approach to producing rum, and “˜Estate Distilled’ and “˜Jamaica Rum’ are repeated at the base of the closure to highlight the brand’s provenance.
The name of the variants have been moved from the cartouche to the main label and Appleton Estate’s heritage as a rum producer since 1749 is now highlighted on the cartouche.
The new label now features the landscape of the Appleton Estate and Jamaica’s iconic Cockpit Country where the Estate is located.
The Appleton Estate logo has been updated and the words “Crafted in the heart of Jamaica” have been placed under the logo to speak to “the care and passion that goes into making Appleton Estate” rum as well as the geographical location of the Appleton Estate in the heart of Jamaica.
The historic medals, which date back to the 1800s, are featured on the bottom left of the label and the Appleton Estate heart icon appears as a watermark on the bottom right of the label.
