MONTREAL, Canada – Appleton Estate Jamaica Rum, a global leader in premium rums, celebrated the storied brand’s global relaunch in Canada earlier this year. It has announced that the brand’s new look and new 8 Year Old Reserve will be available in the Quebec market starting in August. Canada was the first market in the world to be introduced to the newly designed packaging, including a reimagined bottle and label, and the release of a new premium aged blend.
A sleek, contemporary version of the iconic bottle shape is accompanied by a sophisticated new cork closure. The new label with the Appleton Estate Jamaica Insignia as its centerpiece, tells the story of each rum blend, as well as the unique production process; aged in the tropical climate of Jamaica and crafted with Jamaican limestone-filtered water with no added flavors. Master Blender Joy Spence’s signature indicates a badge of credibility. “We’re unveiling a fresh look for both our permanent collection of rums and our limited-edition versions, while maintaining our commitment to exceptional liquid,” says Spence. “With this relaunch, Appleton Estate proudly celebrates our Jamaican heritage in a modern way. I am also excited to introduce a new blend as we enter a new era for our brand. We hope that our new look and feel elevates the high-end cocktail and sophisticated sipping experience, while continuing to spread the joy of rum globally.”
The new 8 Year Old Reserve, crafted by Joy Spence to commemorate Appleton Estate’s 250th anniversary, is the most versatile expression of aged rum, revealing aromas of spicy fruit and oak, followed by hints of honey, vanilla and our signature orange peel note. The new blend that introduces Appleton Estate’s 8-year-old minimum age statement, results in a taste profile that is smoother, richer and fuller given the additional time in oak barrels.
“As a leading producer of premium rum, we are committed to the long term premiumization of the rum category” says Melanie Batchelor, president of Campari Canada. “The consumer palate has become much more sophisticated. Appleton Estate’s range boasts some complex and elegant expressions, which inspire us to both educate and excite. This relaunch gives us the opportunity to illustrate Jamaica’s rich history and geography, as we reinvent ourselves and speak to a new consumer.”
As consumers seek distinctive experiences and more meaningful connections to brands, Appleton Estate is one of the few rums in the world to claim a terroir, and the only rum with one as unique as the Nassau Valley. Appleton Estate rums are produced from ‘cane to cup’ with each step of the production process carefully managed – from harvest and creation of our molasses to distillation, blending and bottling. Every barrel used for its blends is hand-selected by Master Blender Joy Spence and her team.
The global relaunch will commence with the redesigned Signature Blend and 12 Year Old Rare Casks, and the introduction of the new 8 Year Old Reserve. The first quarter of 2021 will commence the launch of the redesigned 15 Year Old Black River Casks and 21 Year Old Nassau Valley Casks.