Appleton Estate Jamaica rum has unveiled a complete brand relaunch alongside the release of a new minimum-age blend, the Appleton Estate 8 Year Old Reserve.
Commemorating the Estate’s 250th anniversary, the new minimum age Appleton Estate 8 Year Old Reserve (rrp £30) will join the brand’s Jamaica rum portfolio, including Appleton Estate Signature (rrp £24) and Appleton Estate 12 Year Old Rare Casks (rrp £45). The core range also carries a new look, following a full rebrand in line with Appleton Estate’s premium ambitions, and is now available through all retail channels.
Marketing director at Campari UK Nick Williamson, said: “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.”