Appleton Estate leads with premium rum brand relaunch


Appleton Estate Jamaica rum has its sights set on becoming the global leader in premium+ aged rum, introducing 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 will join the brand’s Jamaica rum portfolio, including Appleton Estate Signature and Appleton Estate 12 Year Old Rare Casks. The core range carries a new look, following a full rebrand in line with Appleton Estate’s premium ambitions, and is now available through all retail channels.

UK rum sales topped £383m in the Off Trade in 2019 – growing by +12 per cent YOY. Its overall popularity has continued to soar in 2020, with YTD rum sales in the Off Trade increasing by +34 per cent vs the same period last year, delivering incremental value of £34.2m to the category. With historic roots in Jamaica and a commitment to producing the highest quality rum, Appleton Estate believes it is well-positioned to lead the UK’s premium rum charge.

“Appleton Estate is a key part of our Jamaica rum brand portfolio, one that highlights our expertise and leadership in this field,” said Nick Williamson, Marketing Director at Campari UK. “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.”

Master Blender, Joy Spence, said: “The Appleton Estate 8 Year Old Reserve is an exciting addition to the Appleton Estate family, representing the highest standards of Jamaica rum production and offering a distinct super-premium experience. I’m sure that this new blend will be loved by rum connoisseurs and newcomers alike, and will help continue to spread the joy of rum around the world.”