Jamaican rum brand Appleton Special & White has unveiled a global brand refresh, with a new name and look.
Now available to retailers in the UK as Kingston 62 in gold and white variants, the popular rum hasn’t made any change to its recipe, which is developed in the 1940s, or ABV.
Kingston 62 signifies Jamaica’s independence from the British on 6 August 1962 and the ceremony and celebration held in the capital Kingston where Jamaicans gathered at midnight to watch the unfurling of Jamaican flag.
“The new-look Kingston 62 celebrates its Jamaican heritage from the prominent “Jamaica Rum” embossing showcasing that the liquid adheres to the highest standards of rum production, to the Lion branding symbolising the strength, courage and pride of the Jamaican people,” commented Nick Williamson, marketing director at Campari UK.
The transition to Kingston 62 in the UK follows the successful rebrand in its native Jamaica earlier this year. The ‘Appleton’ brand will now be solely reserved for the group’s premium rum collection: Appleton Estate Jamaica Rum.
The rebrand will be supported by POS materials, available for a limited time at select cash & carries.
Kingston 62 Gold & White 70cl is now available via the wholesale channel, with a RRP of £17.50 for Gold and £16 for White. The 35cl Gold will be available in August at RRP £10.