Appleton Estate opens rum museum pop-up
Named the Appleton Estate Rum Museum, the space invites fans to explore the Jamaican brand’s legacy and will be open until mid-July.
Located in Kingston, Jamaica, the museum is designed to appeal to both seasoned rum drinkers and newcomers to the category.
Through interactive exhibits, visitors can explore the brand’s legacy and every stage of its production process; from its distillation to its ageing in oak barrels.
The immersive space is said to promise a unique ‘edutainment’ experience, which the brand defines as where education meets entertainment.
It will also serve to highlight the mixability of the brand’s rums – such as its Signature Blend and 8 Year Old Reserve – to draw in new drinkers and Appleton Estate enthusiasts.
As Dominic Bell, communications manager, J Wray & Nephew, supplier of Appleton Estate, said: “It’s about connecting with Jamaica’s rum legacy and welcoming a new generation into the world of Appleton through an experience that’s both educational and fun.”
“This museum represents far more than just a timeline of our achievements, it’s a dynamic space where visitors can feel, taste, and understand the soul of Appleton Estate.”
With the launch of the museum, the brand is hoping to deepen consumer engagement, drive tourism and improve education on Jamaican rum, both locally and internationally.
The museum is open until 13 July and is located at 23 Dominica Drive, New Kingston, Jamaica.
Bell added that the space is a “scaled down version” of the Appleton Estate Rum Experience in St Elizabeth.
“This will be an immersive ‘edutaining’ experience that will bring alive the making of the rum we love so much within our Jamaican households.”
Appleton Estate is owned by Campari Group and its rum production is overseen by its master blender, Joy Spence.
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