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Monday, April 20, 2015
REDEFINING QUALITY FROM CANE TO CUP
JAMAICA (April 14, 2015) – Appleton
Estate Jamaica Rum today unveiled its re-envisioned line-up of its premium rum
range.While making no changes to the
award-winning liquid, Appleton Estate announced a new naming classification and
packaging design for their core range that conveys the quality, care and
passion that goes into producing these premium rums and emphasises the crafted blends
that fill each bottle.
Richard Black, Global Integration Director for Rums at Gruppo Campari:“Appleton Estate has been producing premium,
quality Jamaican Rum for more than 265 years.While the liquid in the bottle remains exactly the same, we decided to
bring a consistent and coherent naming structure to help consumers appreciate
the differences among our three core variants as well as the hierarchy between
the new variants.
feel that the new naming classification is unique to the rum category and to
Appleton Estate and, more importantly, celebrates the art of blending which is
so integral to the rum industry and is what makes our Appleton Estate rums so
rich, complex and flavorful.”
Under the new
naming structure Appleton Estate
Signature Blend is the new name for Appleton Estate V/X, Appleton Estate Reserve Blend is the
new name for Appleton Estate Reserve and Appleton
Estate Rare Blend 12 Year Old is the new name for Appleton Estate Extra 12
Estate’s Master Blender Joy Spence, the first female to be appointed Master
Blender in the industry notes: “We wanted the new packaging to capture the
craftsmanship and exceptional quality of our range and celebrate the uniqueness
of the Appleton Estate including our heritage, our land, our process and our
the names and packaging for our three core variants have changed, the award
winning liquid inside the bottle remains the same.In addition, we have not changed the names,
packaging or liquid for our luxury brands, Appleton Estate 21 Year Old Jamaica
Rum or Appleton Estate 50 Year Old Jamaica Rum.”
·Bottle:Appleton Estate’s iconic bottle,
which has been a hallmark of the brand since it was first launched, has been
retained to provide consumers with a familiar visual cue.
·Closure: The cap now
includes the signature of Master Blender Joy Spence to reinforce Appleton
Estate’s crafted approach to producing rum and ‘Estate Distilled’ &
‘Jamaica Rum’, are repeated at the base of the closure to highlight the brand’s
Estate and Jamaican provenance
·Cartouche:The name of
the variants have been moved from the cartouche to the main label and Appleton
Estate’s rich heritage as a rum producing establishment since 1749 is now
highlighted on the cartouche.
·Label: The new
label now features the lush landscape of the Appleton Estate and Jamaica’s
world famous Cockpit Country where the Estate is located.
Appleton Estate logo has been updated and the words “Crafted in the heart of
Jamaica” have been placed under the logo to speak to the care and passion that
goes into making Appleton Estate rum as well as the geographical location of
the Appleton Estate in the heart of Jamaica.
historic medals, which date back to the 1800’s, are featured on the bottom left
of the label and the Appleton Estate heart icon appears as a watermark on the
bottom right of the label.