The iconic Appleton Estate brand of fine rums from Jamaica recently unveiled new label designs, an update that helps consumers better identify and classify these special blends.
While the rums themselves remain unchanged, the packages reflect a more accurate description of the rums by name and presentation, starting with the Appleton Estate Signature Blend. This popular expression is a blend of 15 select pot still and column still rums that sets the standard for the Appleton Estate Rum series. Perfectly balanced complex citrus, fruity and sweet notes, the rum suggests subtle orange peel on the palate, with dried apricot, fresh peach and a hint of molasses and woody notes.
Next in line, the Appleton Estate Reserve Blend is a marvelous combination of 20 high quality marques skillfully integrated with complexity, depth and balance for those that prefer a premium blend. Full-bodied, smooth, and delicately-balanced spice and nutty notes on the palate are followed by oaky honey, subtle vanilla and a hint of hazelnut all wrapped in rich, dried orange peel. It is reminiscent of a spicy fruit cake.
Appleton Estate Rare Blend 12 Year Old, as the name suggests, is an upscale expression — containing rare sipping rums at least 12 years old aged in Number One Select American oak barrels — that defines the authentic Jamaican style known around the globe. With a constantly evolving taste experience — you’ll find deep oak, fruity and cocoa notes, followed by delicate molasses, vibrant orange peel, and subtle coffee, with a hint toasted oak and almond. The Rare Blend 12 Year Old at 43% ABV exemplifies the life work and accomplishments of Appleton Estate’s Master Blender Joy Spence.
The first female to be appointed Master Blender in the industry, Joy notes: “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.
“Although the names and packaging for our three core variants have changed, the award winning liquid inside the bottle remains the same. In addition, we have not changed the names, packaging or liquid for our luxury brands, Appleton Estate 21 Year Old Jamaica Rum or Appleton Estate 50 Year Old Jamaica Rum.”
The new packages have been refined to express the key elements that distinguish the brand. The cap now includes the signature of Master Blender Joy Spence to reinforce Appleton Estate’s crafted approach to producing rum. Estate Distilled and Jamaica Rum, are repeated at the base of the closure to highlight the brand’s Estate and Jamaican provenance. The name of the variants have been moved from the cartouche to the main label and Appleton Estate’s rich heritage as a rum producing establishment since 1749 is now highlighted on the cartouche. The new label features the lush landscape of the Appleton Estate and Jamaica’s world famous Cockpit Country where the Estate is located.
The Appleton Estate logo has been updated. The words “Crafted in the heart of Jamaica” have been placed under the logo to speak to the care and passion that goes into making Appleton Estate rum, as well as the geographical location of the Appleton Estate in the heart of Jamaica.
The historic medals, which date back to the 1800s, are featured on the bottom left of the label. The Appleton Estate heart icon appears as a watermark on the bottom right of the label.
The Appleton Estate Jamaica Rum range is Jamaica’s leading premium rum and is exported to over 60 countries around the world.