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Campari unveils Appleton Estate rum rebranding

Italian drinks group Gruppo Campari has restructured its Appleton Estate rum portfolio with a new naming classification and packaging design.

Appleton Estate rum has unveiled a new naming classifications and packaging designs for three of its expressions

Going forward Appleton Estate VX will be known as Appleton Estate Signature Blend, Appleton Estate Reserve will be known as Appleton Estate Reserve Blend, and Appleton Estate Extra 12 Year Old will be known as Appleton Estate Rare Blend 12 Year Old, but the liquid in each expression remains the same.

Richard Black, global integration director for rums at Gruppo Campari, said: “Appleton Estate has been producing premium, quality Jamaican Rum for more than 265 years.

“We decided to bring a consistent and coherent naming structure to help consumers appreciate the differences among our three core variants as well as the hierarchy between the new variants.

“We feel that the new naming classification is unique to the rum category and to Appleton Estate and, more importantly, celebrates the art of blending which is so integral to the rum industry and is what makes our Appleton Estate rums so rich, complex and flavourful.”

The new label of the bottle now features the landscape of the Appleton Estate in Jamaica’s Cockpit Country where it is located, and the logo has been updated, with the words “crafted in the heart of Jamaica” placed underneath.

In addition, historic medals dating back to the 1800s are featured on the bottom left of the label and the Appleton Estate heart icon appears as a watermark on the bottom right.

Appleton Estate’s master blender Joy Spence, said: “We wanted the new packaging to capture the craftsmanship and exceptional quality of our range and celebrate the uniqueness of the Appleton Estate including our heritage, our land, our process and our people.”

Gruppo Campari has not changed the names, packaging or liquid for luxury expressions Appleton Estate 21 Year Old Jamaica Rum and Appleton Estate 50 Year Old Jamaica Rum.

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