Apple Estate Jamaica Rum has unveiled a new look for its premium rum range.
While making no changes to the liquid, Appleton Estate announced a new naming classification and packaging design for its core range that “conveys the quality, care and passion that goes into producing these premium rums and emphasizes the crafted blends that fill each bottle,” according to the company.
The new packaging will make its way to store shelves in the U.S. this June. Appleton Estate’s bottle has been retained to provide consumers with a familiar visual cue.
The cap now includes the signature of Master Blender Joy Spence, the first female Master Blender in the spirits industry, to reinforce Appleton Estate’s crafted approach to producing rum, the company said. “Estate Distilled” & “Jamaica Rum” are repeated at the base of the closure to highlight the brand’s Estate and Jamaican provenance.
The names of the variants have been moved from the cartouche to the main label, and Appleton Estate’s heritage as a rum producing establishment since 1749 is now highlighted on the cartouche.
The new label now features the landscape of the Appleton Estate and Jamaica’s Cockpit Country, where the Estate is located. Medals awarded to Appleton Estate, which date back to the 1800’s, are featured on the bottom left of the label, and Appleton Estate’s heart icon appears as a watermark on the bottom right.
The Appleton Estate logo has been updated with the new “heart icon” and the words “Crafted in the heart of Jamaica” have been placed under it. This icon is also found on Appleton Estate barrelheads. The geographical location of the Appleton Estate, in the heart of Jamaica, has been added as well.
The names, packaging and liquid for the luxury brands Appleton Estate 21 Year Old Jamaica Rum and Appleton Estate 50 Year Old Jamaica Rum, will not be changing at all.
With the packaging refresh, Appleton Estate is also updating the names of three of its core products to give them more defined profiles and clearer denomination. Product name changes are as follows:
Appleton Estate V/X will become Appleton Estate Signature Blend
Appleton Estate Reserve will become Appleton Estate Reserve Blend.
Appleton Estate Extra 12 Year Old will become Appleton Estate Rare Blend 12 Year Old.