Appleton Estate has updated the logo and label design for its Appleton Special and Appleton White Jamaica rum brands across all markets.

The Jamaica-based company said late last week that the logo and labelling has been introduced to offer the brands "a modern look that stands out on the shelf and the back bar".

Appleton managing director of global marketing David McConnell said: "For this evolutionary change we retained the design of the bottle and concentrated on developing a new logo for the brand which is the focus of the new label. In addition to the new logo, we moved the names 'Special' and 'White' away from the branding on the label to improve their readability, and we have drawn attention to our unique manufacturing process by highlighting the signature phrase 'Estate Distilled Rums'."

Further alterations to the label include the addition of a foot label, which helps to differentiate between brands within the range as well as improve the bottles visibility, the company added.

Appleton Special and Appleton White Jamaica Rum are members of the Appleton range, which also includes the Appleton Estate Jamaica Rum range of premium aged rums.

As part of its strategy of premiumisation, Appleton recently announced plans to launch a rare 30-year-old rum in the second quarter of this year. Appleton Estate 30 Year Old Jamaica Rum will be rolled out as a limited edition product with only 1,440 bottles to be distributed on allocation. With an RRP of US$250, the rum is intended exclusively for luxury and boutique outlets, as well as the global duty free market.