August
5, 2020; Cayman Islands: Appleton
Special Jamaica Rum has rebranded as Kingston 62 worldwide. The
brand, which launched its new look in the Cayman Islands over the
past couple of weeks with sampling stations at Social Soiree and
Welly’s Cool Spot, debuted two new expressions: Kingston 62 Gold
and Kingston 62 White, the rebranded Appleton Genesis.

"The
decision to discontinue Appleton Special and Appleton Genesis was to
allow the name Appleton
to
be differentiated as our aged rum collection: Appleton Estate Jamaica
Rum,” shared Marsha Lumley, Campari Group’s Marketing Director
for the Caribbean.

This
year, Appleton Estate Jamaica Rum has been relaunched globally as a
showcase of Campari Group’s commitment to the highest standards of
rum production coupled with ethical and socially responsible global
marketing. The aim of the brand’s new look is to cement Appleton
Estate’s position as a premium preference for rum connoisseurs.
This is on the heels of a US $7.2 million upgrade of the Joy Spence
Appleton Estate Rum Experience, the home of the brand, which is now
one of the Jamaica’s premier attractions for residents and
visitors. Kingston 62 replaces Appleton Special & White as
Campari Group’s primary Standard rum proposition.

The
Kingston 62 name, proposition and packaging design is a celebration
of the storied history of Jamaica’s independence and the great
pride of its people. The usage of “Kingston” represents the
heartbeat of Jamaica’s music, fashion and art scene, with “62”
noting the country’s year of independence.

“The
label encapsulates the strength, courage and pride of the Jamaican
people. Reinforcing the strong qualities of the Jamaican people is
the bold, black lion pouncing on the bright yellow label of the
Kingston 62 bottle,” added Lumley. 

Rebranding
aside, the liquid now mirrors Appleton Special as used in Jamaica,
and not the prior export variation which would have been distributed
in the Cayman Islands and other key brand markets. The Cayman Islands
will now get to experience the liquid which was initially only used
in Appleton Special’s local market in Jamaica.

“Enjoy
the great taste and new vibe of Kingston 62, as it remains the key
ingredient in the simple easy-mix cocktails that Appleton Special
lovers have long enjoyed. You can look out for the brand at Jamaican
Independence Day celebrations at Mango Tree and Carib Café, in
addition to trade deals at Jacques
Scott Stores,
Reflections
Liquor 4 Less,
and McRuss
Grocery.

While
the label and branding have changed, Kingston 62 maintains the same
selling price and recommended retail price as its
predecessor. For more details on the brand's activities, persons can
visit their Instagram and Facebook pages @Kingston62ja.