August
5, 2020; Cayman Islands: – Appleton Estate Jamaica
Rum, a global leader in premium rums, has continued its storied
brand’s global relaunch. 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. The relaunch is a
celebration of the brand’s pursuit of
excellence, most importantly the commitment to the highest
international standards of rum production.

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. This process
requires that Appleton Estate uses Jamaican limestone-filtered water
during distillation and that no flavours are added to their rums.
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.

For
more information, visit the brand on Facebook and Instagram on
web.facebook.com/AppletonEstateCI
and www.instagram.com/appletonestateci.