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; aged in the tropical climate of Jamaica and crafted with Jamaican limestone-filtered water, with no added flavors.
The centerpiece 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 two new blends as we enter a new era for our brand.”
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,” says Julka Villa, Managing Director of the Campari Group. “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.”