Appleton Estate launches ad campaign in UK

Weeks after announcing its eight-year-old expression has been discontinued, Gruppo Campari’s Appleton Estate rum has introduced its From Jamaica With Love marketing campaign to the UK.

Appleton’s Estate’s From Jamaica With Love advertising campaign has launched in the UK

Initially launched in the US last August, the campaign marked the first major marketing push for Appleton Estate since brand owner Gruppo Campari acquired the US distribution rights from Kobrand in 2013 for US$20m.

The campaign’s UK launch also follows a rebrand for Appleton, which saw the implementation of a new naming classification, packaging design and discontinuation of the Appleton Estate Reserve 8 Year Old Jamaica Rum.

Campari has ceased producing the rum, which has been replaced by the no-age-age-statement Appleton Reserve Blend, however it will continue to be available in certain markets until stocks run out.

Under the new classification, Appleton Estate VX will be known as Appleton Estate Signature Blend and Appleton Estate Extra 12 Year Old will be known as Appleton Estate Rare Blend 12 Year Old.

A new bottle design was also revealed, featuring the landscape of the Appleton Estate in Jamaica’s Cockpit Country and the additional words “crafted in the heart of Jamaica” placed underneath.

Now launched in the UK, the From Jamaica With Love aims to “make premium rum more accessible to the everyday consumer”.

The campaign features images and videos of the “authentic, undiscovered Jamaica”, its people and the craftsmanship behind Appleton Estate rum.

To support the launch of the campaign, Appleton Estate’s senior blender David Morrison will host a live Twitter rum tasting with global rum ambassador Ian Burrell on Wednesday 14 October.

Click on the link below to see the From Jamaica With Love advertisement in full.