Campari Group is relaunching the Appleton Estate Jamaican Rum into global travel retail. The company will be showcasing the relaunch through the ‘Crafted with Joy’ virtual immersion in the new-look Experience Arena at the Virtual Travel Retail Expo.
The brand will debut a newly-designed packaging, revamped bottle and label design, and introduce two new premium blends. The relaunch celebrates the premium rum brand’s pursuit of excellence and commitment to producing the highest-quality rum.
“We have significant ambitions for Appleton Estate, and the new brand visual identity paves the way on our path to drive super-premium rum growth in global travel retail,” said Campari Group Global Travel Retail Managing Director Leigh Irvine. “Not only is Appleton Estate one of the top five best-selling and trending brands in rum in 2021 [Source: Drinks International] but it is also well positioned to lead rum category premiumisation in travel retail thanks to a powerful set of brand fundamentals.”
The refreshed Appleton Estate Jamaican Rum bottle is a contemporary version of the rum’s signature bottle shape and features a new closure. The neck label highlights Appleton Estate’s distillery in Jamaica’s Nassau Valley and features an embossed ‘1749’ stamp on the glass, which is the date when the Estate was established. The new label tells the story of the rum blend and highlights the rum’s distinctive production process.
Appleton Estate is distilled using Jamaican limestone-filtered water and uses no additional flavours. The rum’s quality and flavour profile are the result of Appleton Estate’s commitment minimal tropical ageing, with each rum at least as old as the age statement on the label, and to age all rums entirely in Jamaica. Appleton Estate rum ages nearly three times faster than spirits aged in cooler climates, which results in richer and fuller flavours.
“The unique Appleton Estate production process sets the highest standards in driving credibility; the vibrant energy of its Jamaican history and geography are perfect partners for creating in-store energy and engagement with consumers,” added Irvine.
“The new range allows consumers to extend their exploration of the brand and category through luxurious and sophisticated variants. These dynamics inspire optimism and Appleton Estate is poised to unlock the growth potential of the dark rum category in GTR.”
At the centre of the new label is the Appleton Estate insignia, which features five Jamaican design emblems, which symbolise Appleton Estate Master Blender Joy Spence’s badge of credibility.
Spence, who is celebrating her 40th year at Appleton Estate, added, “We’re unveiling a fresh look for both our permanent collection of rums and our limited-edition versions, while maintaining our commitment to exceptional liquid.
“With this relaunch, Appleton Estate proudly celebrates our Jamaican heritage in a thoroughly modern way. I’m also excited to introduce two new blends as we enter a new era for our brand. We hope that our new look and feel elevates the high-end cocktail and the sophisticated sipping experience, while continuing to spread the joy of rum, globally.”
Appleton Estate is one of the few rums in the world to claim its own terroir, and the only rum with a terroir in the Nassau Valley. The two new blends are the Appleton Estate 8 Year Old Reserve and the 15 Year Old Black River Casks. The 8 Year Old Reserve offers spicy fruit and oak aromas, blended with honey, vanilla and orange peel notes. This rum features an 8-year-old minimum age statement.
The 15 Year Old Black River Cask pays tribute to the black river, which is central to Jamaica’s rum and sugar heritage. It is a full-bodied rum with toasted almond and hazelnut aromas, followed by intense orange peel, vanilla and roasted coffee and molasses notes.
Appleton Estate’s rums are produced from ‘cane to cup’ and each barrel is hand-selected by Spence and her team. “Creating our rum is a labour of love and a true art,” she added. “Jamaica has a pulse unlike anywhere else, and this vibrant energy gets channelled into everything we do, especially our world-class rums.”
