The sleek new version of the iconic bottle shape is accompanied by a sophisticated new cork closure. The new label with the Appleton Estate Jamaica insignia as its centerpiece, tells the story of each rum blend, as well as the unique production process; aged in the tropical climate of Jamaica and crafted with Jamaican limestone-filtered water with no added flavors.
“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 Master Blender Joy Spence. “With this relaunch, Appleton Estate proudly celebrates our Jamaican heritage in a modern way. I am also excited to introduce a 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 sophisticated sipping experience, while continuing to spread the joy of rum globally.”
The new Appleton Estate 8 Year Old Reserve, crafted by Joy Spence to commemorate Appleton Estate’s 250th anniversary, reveals aromas of spicy fruit and oak, followed by hints of honey, vanilla and the brand’s signature orange peel note. The new blend results in a taste profile that is smoother, richer and fuller given the additional time in oak barrels, and introduces Appleton Estate’s 8 year old minimum age statement.
“As a leading producer of premium rum, we are committed to the long term premiumization of the rum category” says Melanie Batchelor, President of Campari Canada. “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 excite. This relaunch gives us the opportunity to illustrate Jamaica’s rich history and geography, as we reinvent ourselves and speak to a new consumer.”
As consumers seek distinctive experiences and more meaningful connections to brands, Appleton Estate is one of the few rums in the world to claim a terroir, and the only rum with one as unique as the Nassau Valley. Appleton Estate rums are produced from ‘cane to cup’ with each step of the production process carefully managed – from harvest and creation of our molasses to distillation, blending and bottling. Every barrel used for its blends is hand selected by Master Blender Joy Spence and her team.
The global relaunch will commence with the redesigned Signature Blend and 12 Year Old Rare Casks, and the introduction of the new 8 Year Old Reserve. The first quarter of 2021 will commence the launch of the redesigned 15 Year Old Black River Casks and 21 Year Old Nassau Valley Casks.