Jamaican distillery group, J. Wray and Nephew (JWN) have announced that their premium rum brand, Appleton Estate has introduced a new blend to celebrate the worldwide rollout of their packaging redesign and rebrand.
Taking place amid the COVID-19 global pandemic, Jean-Philippe Beyer, JWN’s Managing Director says the relaunch, which includes a reimagined bottle and label as well as the world release of their new Appleton Estate Jamaica 8-Year-Old Reserve, is an era-defining statement of the resilience of the world-famous Jamaican brand.
“The 2020 relaunch is a celebration of the Appleton Estate Jamaica Rum brand’s pursuit of excellence and our commitment to the highest standards of rum production and ethical, socially responsible global marketing,” Jean-Philippe Beyer, JWN’s Managing Director said.
With the relaunch, a new sleek, contemporary shape of the iconic Appleton Estate Jamaica Rum bottle is accompanied by a sophisticated new cork closure.
Beneath the cap, the neck label illustrates ‘Appleton Estate’ the historic birthplace and location of the brand’s manufacturing operations nestled between lush green hills in Jamaica’s rolling plains of Nassau Valley in the parish of St. Elizabeth in country’s southwest region.
The embossed “1749” imprint in the glass bottles signifies the date of the Estate’s establishment.
The new label tells the rich story of each rum blend and carries details on the unique production process including Appleton Estate’s strict adherence to its centuries-old rum-making tradition of utilising Jamaican limestone-filtered water during distillation and ensuring that no flavours are added to its rums.
The company says the centrepiece of the new label is a new Appleton Estate Jamaica Insignia – a convergence of five iconic Jamaican design emblems that narrate a vibrant, fascinating story drawn from the inspiring source of Jamaica itself.
In addition, JWN says, Master Blender Joy Spence’s signature on the label exhibits the definitive badge of quality, credibility and authenticity.
“We are unveiling a fresh look for both our permanent collection of rums and our limited- edition versions while maintaining our commitment to exceptional liquid,” Spence points out.
She adds, “With this relaunch, Appleton Estate proudly celebrates our Jamaican heritage in a thoroughly modern way. I am also excited to introduce new blends as we enter a new era for our brand. We hope that our new look and feel elevates the sophisticated sipping experience while continuing to spread the joy of rum, globally.”
“Creating our rum is a labour of love and a true art. Jamaica has a pulse unlike anywhere else, and this vibrant energy gets channelled into everything we do, especially our world-class rums,” Spence notes.
The global relaunch will commence with the introduction of Signature, 8-Year-Old Reserve, and 12-Year-Old Casks rums and continue the redesigned 21-Year-Old Nassau Valley Casks at the start of 2021.