Gruppo Campari announced the rebranding of its Appleton Estate Jamaica Rum premium line of rums. Rest assured the high quality rum that Appleton Estate is known for has not changed. But Gruppo Campari has introduced new naming classifications and packaging design for the core Appleton Estates expressions.
…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. – Richard Black, Global Integration Director for Rums at Gruppo Campari
The new naming structure includes the following changes:
- 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
- Appleton Estate Rare Blend 12 Year Old is the new name for Appleton Estate Extra 12 Year Old
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. – Appleton Estate’s Master Blender Joy Spence
The new packaging has been updated to highlight the brands location, quality, and history. While they kept Appleton Estate’s distinct bottle, which has been a hallmark of the brand since it was first launched, most of the other visual queues have been revised. The cap now includes the signature of Master Blender Joy Spence to reinforce Appleton Estate’s crafted approach to producing rum and the words ‘Estate Distilled’ & ‘Jamaica Rum’ are repeated at the base of the cap to highlight the brand’s Estate and Jamaican history. The expression’s names have been relocated to the main label and Appleton Estate’s rich heritage as a rum producing establishment since 1749 is now highlighted on the cartouche. Lastly, their new label now features imagery of the Appleton Estate in Jamaica.
Gruppo Campari has not changed the names, packaging or liquid for its super-premium expressions Appleton Estate 21 Year Old Jamaica Rum, and Appleton Estate 50 Year Old Jamaica Rum.
Look for the new packaging design and name changes to begin appearing on shelves beginning in April 2015.