Appleton Estates is tweaking their image. Soon, the world will sip the celebrated Jamaican rum from a redesigned bottle and enjoy a new eight-year-old expression. However, the distiller announced that these new additions will be beta tested in Canada and Australia.
“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,” said Appleton’s famed Master Blender Joy Spence in a release.
“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 bottles are more streamlined in shape and modern in aesthetic. The revamped labels are a more refined two-color printing on a beige backdrop. Spence’s popularity in the rum community is leveraged in the form of her signature on each bottle.
The new 8 Year Old Reserve is marketed as a commemoration of Appleton Estate’s 250th anniversary. Official tasting notes described the expression as, “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 release also mentioned the titular eight-year minimum age statement and aging in oak barrels.
“As a leading producer of premium rum, we are committed to the long term premiumization of the rum category,” said Melanie Batchelor, president of Campari Canada, in a statement. “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.”
The relaunch will begin in Canada with the Signature Blend and 12 Year Old Rare Casks slated to receive the makeover first. The 15 Year Old Black River Casks and 21 Year Old Nassau Valley Casks are expected to follow in the first quarter of 2021. The United States and the rest of the world should see the new bottles shortly after.