January 15, 2021

Appleton Estate leads premium rum charge with brand relaunch and new minimum age blend

Appleton Estate Jamaica rum has its sights set on becoming the global leader in premium+ aged rum, introducing a complete brand relaunch alongside the release of a new minimum-age blend, the Appleton Estate 8 Year Old Reserve.

Crafted by Master Blender Joy Spence to commemorate the Estate’s 250th Anniversary, the new minimum age Appleton Estate 8 Year Old Reserve will join the brand’s iconic Jamaica rum portfolio, including Appleton Estate Signature and Appleton Estate 12 Year Old Rare Casks.  The core range proudly carries a new look, following a full rebrand in line with Appleton Estate’s premium ambitions, and is now available through all retail channels. 

UK rum sales topped £383m in the Off Trade in 2019 – growing by +12% year on year[1] as the category continued to focus on premiumisation and attract new shoppers through increased emphasis on flavour, brand heritage and authenticity. Its overall popularity has continued to soar in 2020, with year to date rum sales in the Off Trade increasing by +34%[2] vs same period last year, delivering incremental value of £34.2m to the category. With historic roots in Jamaica and a commitment to producing the highest quality rum, Appleton Estate is well-positioned to lead the UK’s premium rum charge.

The new Appleton Estate 8 Year Old Reserve is the perfect addition for retailers looking to tap into the growing premium rum opportunity. As Appleton Estate’s most versatile expression of aged rum, it reveals aromas of spicy fruit and oak, followed by hints of honey and vanilla along with Appleton Estate’s signature orange peel note.

Throughout its history, Appleton Estate has been dedicated to the highest standard of rum production. Each drop of Appleton Estate rum is, at minimum, as old as the age statement on its label. Additionally, it is crafted exclusively in Jamaica’s Nassau Valley – where the tropical climate ages Appleton Estate rums nearly three times faster than a cooler climate, delivering a more robust and complex flavour. This unwavering commitment is key to the quality and distinct profile of its blends, which exemplify the Jamaica rum GI with no artificial colours or flavours, use of non-GMO molasses and yeast, and distillation using Jamaican limestone filtered water.

Full of flavour, Appleton Estate rums are also easy on the eye – and are sure to stand out on shelves, thanks to a portfolio wide rebrand. A sleek, contemporary version of the iconic bottle shape, the new bottles also carry premium cues of tall, heavy-set glass and cork fittings.

Appleton Estate is one of the only rums in the world to claim Terroir, this is brought to life on the new neck label which illustrates Appleton Estate’s home in the heart of Jamaica. The new branding draws on its unique single estate production process and proudly nods to Appleton Estate’s 265 years of experience in crafting premium aged rums, with an embossed ‘1749’ stamp in the glass.

Nick Williamson, Marketing Director at Campari UK, said: “Appleton Estate is a key part of our Jamaica rum brand portfolio, one that highlights our expertise and leadership in this field. With the UK showing an appetite for premiuimisation, brand heritage and craft credentials, it is an incredibly exciting time for Appleton Estate as a world-class, premium Jamaica rum. The UK continues to prove why it is one of our top five Jamaica rum markets. 2020 has seen rum go from strength to strength having been crowned by the WSTA as the UK’s ‘drink of lockdown’.

“Our recent brand relaunch showcases our commitment to the long-term potential of premium Jamaica rum in the UK. Our new minimum-age Appleton Estate 8 Year Old Reserve is crafted to make premium rums more accessible for an elevated drinking experience. It is a great choice for retailers looking to offer a uniquely Jamaican, premium product to the growing number of UK drinkers experimenting with greater flavour complexity and depth when it comes to rum.”

Master Blender, Joy Spence, said: “The Appleton Estate 8 Year Old Reserve is an exciting addition to the Appleton Estate family, representing the highest standards of Jamaica rum production and offering a distinct super-premium experience. I’m sure that this new blend will be loved by rum connoisseurs and newcomers alike, and will help continue to spread the joy of rum around the world.”


1.       Nielsen Scantrack data to 31.10.2020

2.       Nielsen Scantrack data to 31.10.2020