Appleton Estate Launch 'From Jamaica With Love' Campaign
- Aug 25, 2015
- 2 min read
With a brand new design and bottle re-naming, Appleton Estate Jamaica Rum have launched their ‘From Jamaica with Love’ campaign, with the objective of making premium rum more accessible to the everyday drinker.
The new classification will be rolled out across in the UK in October 2015, with the Appleton Estate V/X to Appleton Estate Signature Blend, Appleton Estate 8 year old will become Appleton Estate Reserve Blend and Appleton Estate 12 Year Old has been renamed Appleton Estate Rare Blend aged 12 Years. The modernization of the new bottle re-packaging sees Appleton Estate’s iconic bottle, which has been a hallmark of the brand since it was first launched, retained to provide consumers with a familiar visual cue. The cap on the other hand now includes the signature of Master Blender Joy Spence to reinforce Appleton Estate’s crafted approach to producing rum and ‘Estate Distilled’ & ‘Jamaica Rum’, are repeated at the base of the closure to highlight the brand’s Estate and Jamaican provenance. The name of the variants have been moved from the cartouche to the main label and Appleton Estate’s rich heritage as a rum producing establishment since 1749 is now highlighted where the names previously rested. The new label now features the lush landscape of the Appleton Estate and Jamaica’s world famous Cockpit Country where the Estate is located.
The Appleton Estate is the oldest sugar estate and distillery in Jamaica in continuous production and owns and manages each stage of the production process at the Estate in the Nassau Valley. This valley, also known as 'Cockpit Country' located in the St. Elizabeth Parish of Jamaica, was formed 12 million years ago, providing a fascinating terroir of unique limestone hills, rich soil and deep, clear springs, imparting a unique character to the rum in the Appleton Estate Jamaica portfolio. Each rum is carefully hand-selected and blended by Master Blender Joy Spence, the world's first female master blender in the spirits industry and one of only three female master blenders currently active in the world.
Appleton Estate Bartender Challenge
Along with the campaign, Appleton Estate have also set another one of their Bartender Challenges, which has become one of the most hotly contested, cocktail competitions throughout the spirits industry. And this one is no less difficult. Rigoriously testing bartenders skills, it's considered one of the country’s toughest competitions to win. The challenge takes place September/October 2015, with the final held on the 12th October and winner announced on the 14th October.
The heat challenges look like this:
Classic Cocktail Challenge – Candidates will be asked to showcase their classics knowledge and be able to produce them on the spot?
Consumer Challenge – Showcase how they handle the ‘interesting’ consumer questions and requests that they receive at the bar?
Original Serve & Story – Make their own Appleton Estate creation and entertain the judges with their story telling abilities.
Mai Tai Multiple Serve – 5 mins to make 4 Mai Tai’s and wow the judges with their brand knowledge.
So, if you think you've got what it takes, then get involved!
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