Appleton Estate Jamaica rum relaunched with new look and new blend

Campari UK has announced the relaunch of Appleton Estate Jamaica rum with a new look along with the release of a new minimum-age blend, Appleton Estate 8 Year Old Reserve.

Crafted by master blender Joy Spence to commemorate the Estate’s 250th Anniversary, the new minimum-age Appleton Estate 8 Year Old Reserve joins the brand’s Jamaica rum portfolio, including Appleton Estate Signature and Appleton Estate 12 Year Old Rare Casks.

UK rum sales topped £383 million last year in the off-trade (Nielsen) as the category continued to focus on premiumisation and attract new shoppers through increased emphasis on flavour, brand heritage and authenticity. And in the year to date, sales in the off-trade have increased by 34% (Nielsen), delivering incremental value of £34.2 million to the category.

Nick Williamson, marketing director of Campari UK, says: “Appleton Estate is a key part of our Jamaica rum brand portfolio, one that highlights our expertise and leadership in this field. With the UK showing an appetite for premiumisation, brand heritage and craft credentials, it is an incredibly exciting time for Appleton Estate as a world-class, premium Jamaica rum.

“The UK continues to prove why it is one of our top five Jamaica rum markets. 2020 has seen rum go from strength to strength, having been crowned by the Wine & Spirit Trade Association (WSTA) as the UK’s ‘drink of lockdown’.

“Our recent brand relaunch showcases our commitment to the long-term potential of premium Jamaica rum in the UK. Our new minimum-age Appleton Estate 8 Year Old Reserve is crafted to make premium rums more accessible for an elevated drinking experience. It is a great choice for retailers looking to offer a uniquely Jamaican premium product to the growing number of UK drinkers experimenting with greater flavour complexity and depth when it comes to rum.”

Appleton Estate 8 Year Old Reserve has an rsp of £30 and comes in cases of 6 x 70cl.

Tel: Campari UK 020 3100 9600