New design and names for Appleton Estate rums

Appleton Estate rum

The core Appleton Estate range of Jamaican rums has been revamped with a new bottle design and new names for the different expressions.

While the liquids remain the same, Appleton Estate and brand owner Gruppo Campari have introduced a more “consistent and coherent” naming structure that emphasises that 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.

Rolling out from April onwards, the new packaging design for the core range intends to convey the “quality, care and passion” that goes into producing the premium rums.

The cap now includes the signature of master blender Joy Spence to reinforce Appleton Estate’s crafted approach. The words “Estate Distilled” & “Jamaica Rum” are repeated at the base of the cap to highlight the provenance.

The new label now features the lush landscape of the Appleton Estate and the island’s Cockpit Country where the estate is located. The name of each expression has been moved to the main label from the cartouche which now refers to Appleton Estate’s heritage as a rum producer since 1749.

The Appleton Estate logo has been updated and the words “Crafted in the heart of Jamaica” have been placed underneath. The rum’s medals, which date back to the 1800s, 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.

The shape of the 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.

Richard Black global integration director for rums at Gruppo Campari, said: “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.

“We 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 flavourful.”

Joy added: “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 people.

“Although the names and packaging for our three core variants have changed, the award-winning liquid inside the bottle remains the same.”

Appleton Estate has not changed the names, packaging or liquid for its luxury expressions, Appleton Estate 21 Year Old Jamaica Rum and Appleton Estate 50 Year Old Jamaica Rum.

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