Appleton Estate Jamaica Rum recently introduced a new collective in its portfolio of world-renowned, premium-aged rums, which forms part of a rebranding strategy that includes newly designed packaging, a reimagined bottle and label.
The company recently rolled out its Appleton Estate 8 Year Old Reserve, which, according to a release, has aromas of spicy fruit and oak, followed by hints of honey, vanilla and the brand’s signature orange peel note. the company says. The alcohol by volume is 43 per cent.
“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,” Appleton Estate Master Blender Joy Spence elaborates.
“With this relaunch, Appleton Estate proudly celebrates our Jamaican heritage in a thoroughly modern way. I’m also excited to introduce this new blend 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 Estates describes the newly designed bottle for its limited-edition rums as a “sleek, contemporary version” of the original bottle shape accompanied by a 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, plus details on the production process. This process requires that Appleton Estate use Jamaican limestone-filtered water during distillation, and that no flavours are added to the rums,” Appleton Estates said in a press release.
Moreover, the new label features the Appleton Estate Jamaica Insignia as a centrepiece — or rather, a tribute to Jamaica’s history.
The new 8 Year Old Reserve, according to Spence, commemorates the 250th anniversary of the distillery’s existence, and the flavour profile “is smoother, richer and fuller given the additional time in oak barrels”.
“As a leading supplier of premium spirits, we are committed to premium+ rum given growth trends and long-term potential. Appleton Estate, and the many premium elements of its relaunch, is now poised to lead this charge,” remarks Melanie Batchelor, Campari Group Canada — Managing Director.
“The consumer palate has become much more sophisticated. Appleton Estate’s range boasts some complex and elegant expressions, which inspire us to both educate and dazzle. This relaunch gives us the opportunity to illustrate Jamaica’s rich history and geography, as we reinvent ourselves and speak to a new consumer.”
The global relaunch began in February with the introduction of Signature 8 Year Old Reserve and 12 Year Old Reserve Casks rums in Canada. The launch of the redesigned 15 Year Old Black River Casks and 21 Year Old Nassau Valley Casks will follow later this year.