Global relaunch of Appleton Estate introduces new 8-year-old Reserve
Appleton Estate Jamaica Rum is in the process of a global brand relaunch, reaffirming its commitment to the highest international standards of rum production.
The Caribbean rollout began in May 2020, with the introduction of newly designed packaging, including a reimagined bottle and label, and the release of a new premium blend: The new 8-Year-Old Reserve.
A sleek, contemporary version of the iconic bottle shape is accompanied by a sophisticated new cork closure. Beneath the closure, the neck label illustrates Appleton Estate located in Jamaica's Nassau Valley, followed by an embossed “1749” stamp in the glass, marking the date of the Estate’s establishment. The new label tells the story of each rum blend, as well as details on the unique production process.
Appleton's proprietary process truly is unique, requiring limestone-filtered water during distillation with no added flavours. Also vital to the rums’ quality and flavour profile is the commitment to minimum ageing (each drop of rum is as old as the age statement on the label), and to ageing all rums entirely in the tropical climate of Jamaica. Appleton Estate rums age nearly three times more quickly than spirits aged in cooler climates, allowing for richer, fuller flavours to develop in a shorter period of time.
The centrepiece of this new label is the Appleton Estate Jamaica Insignia, where five iconic Jamaican design emblems unite to tell the story drawn from one inspiring source - Jamaica itself. Master Blender Joy Spence’s signature indicates a badge of credibility. “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,” says Spence. “With this relaunch, Appleton Estate proudly celebrates our Jamaican heritage in a thoroughly modern way. I'm also excited to introduce the newest member of the range; the 8 Year Old Reserve, as we enter a new era for our brand. We hope that our new look and taste elevates the high end cocktail and the sophisticated sipping experience, while continuing to spread the joy of rum, globally.”
The new 8 Year Old Reserve is the most versatile expression of aged rum, revealing aromas of spicy fruit and oak, followed by hints of honey, vanilla and our signature orange peel note.
“As a leading supplier of premium Jamaican rums, Campari Group has steadily been leading the charge towards the premiumization of rums on a global scale given growth trends and long-term potential. The global relaunch of Appleton Estate, is how we continue this charge,” explains Marsha Lumley, Marketing Director of Campari’s Caribbean operations. The brand is currently the largest dark spirit in volume sales in the Cayman Islands. Findlay Wilson of Jacques Scott, explained how integral the brand is in the Cayman Islands’ lifestyle and entertainment industry since 1960:
“In the Cayman Islands, key accounts for the brand include Backroom Bar, Mango Tree Bar, George Town Yacht Club, Tukka Restaurant, Kaibo Bar& Restaurant, Office Bar & Lounge, among others, in addition to the brand being a longstanding partner of our upcoming Jamaica Independence Celebrations, and several other parties, fetes, and festivals held annually,” he expressed.
The global relaunch has commenced with the introduction of Signature, 8 Year Old Reserve, and 12 Year Old Casks rums and will continue with the redesigned 21-Year-Old Nassau Valley Casks at the start of 2021.