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To help the brand turned to bicom [TCO] for Appleton Estate’s global relaunch this year, which included new packaging, and the release of the new 8 Year Old Reserve blend. While the initial kickoff occurred in Toronto in March of this year, the agency recently helped with the launch of the brand’s the newly designed bottles and 8 Year Old Reserve blend in Quebec. bicom hosted a celebratory virtual happy hour over Zoom with Master Blender Joy Spence and Montreal Chef Paul Toussaint to celebrate.
“As a leading producer of premium rum, we are committed to the long term premiumization of the rum category” says Melanie Batchelor, President of Campari Canada. “The consumer palate has become much more sophisticated. Appleton Estate’s range boasts some complex and elegant expressions, which inspire us to both educate and excite. This relaunch gives us the opportunity to illustrate Jamaica’s rich history and geography, as we reinvent ourselves and speak to a new consumer.”
The global relaunch will commence with the redesigned Signature Blend and 12 Year Old Rare Casks, and the introduction of the new 8 Year Old Reserve. The first quarter of 2021 will commence the launch of the redesigned 15 Year Old Black River Casks and 21 Year Old Nassau Valley Casks.
Agencies behind Appleton Estate Jamaica Rum Happy Hour Campaign?
- Public Relations: bicom Communications [TCO]