The Appleton Estate Bartender Challenge is back, offering the prize of a trip to the Caribbean, alongside the rum brand’s new “From Jamaica with Love” campaign.
It is seeking entries to the competition by September 2, calling on bartenders to create an original recipe using the Appleton Estate range. Click here for details of how to enter.
In heats to be held around the country, competitors will need to make their original serve and demonstrate their “storytelling” skills while making it. They will also be challenged to make a perfect Mai Tai, show how they deal with consumer questions and prove their knowledge of classic cocktails.
The best will go through to the UK final on October 12, with two places on a trip to Jamaica as the prizes.
The competition follows the launch of the brand’s “From Jamaica with Love” campaign which is inspired by the rum’s roots in the Nassau Valley in Jamaica. It encourages consumers to be adventurous and search for the soul of Jamaica beyond the usual stereotypes.
It uses images and videos of the authentic, undiscovered Jamaica, the people of Jamaica and the craftsmanship in the brand’s unique cane-to-cup production process.
To tie in with this, it will be holding a consumer-focused tasting on Twitter on October 14, hosted by global rum ambassador Ian Burrell and Appleton senior blender David Morrison. There will be a limited number of people who will be chosen to take part via social media. Details will be released in early September.
On August 4, new names and bottle designs were introduced for the core Appleton Estate range in the UK (pictured). While the liquids remain the same, they are intended to have a more “consistent and coherent” naming structure that emphasises they are crafted blends.
This means that Appleton Estate V/X has become Appleton Estate Signature Blend, the Appleton Estate Reserve is now called Appleton Estate Reserve Blend, and the new name for Appleton Estate Extra 12 Year Old is Appleton Estate Rare Blend 12 Year Old.
Updated August 14, 2015 with extended deadline for entries.