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Appleton Estate 21 Year Old given new look

Published:  01 March, 2012

Appleton Estate 21 Year Old Jamaica Rum has revamped its packaging in keeping with its luxury positioning.

The new package will initially be available in Jamaica in mid-February 2012 and will then be rolled out in other worldwide markets.

The rum's signature royal blue colour cues have been retained in the canister, the neck and foot labels and the cartouche, however the new decanter now has a painted label in keeping with the luxury profile of the brand.

It has also been given a cork enclosure and updated version of the Appleton Estate Jamaica Rum logo

Appleton Estate 21 Year Old Jamaica Rum is a once a year limited release that will be sold on an allocation basis and each bottle will be numbered on the foot label and comes with a certificate of ageing signed by master blender Joy Spence.

Managing director Paul Henriques, says: "This is an evolutionary upgrade which underpins Appleton Estate 21 Year Old Jamaica Rum's luxury credentials.

"It is now presented in a proprietary decanter, the design of which was inspired by the Appleton Estate signature bottle that has been a hallmark of the brand since it was launched, and it is finished with a cork closure.

"We are thrilled with the new presentation which we feel is a better reflection of the very special and rare Appleton Estate 21 Year Old Jamaica Rum."