Brown-Forman will launch Appleton White Jamaica Rum nation-wide in May, adding to the four Appleton rums it already imports. The rum, which will retail at US$12.99 per 750ml, is aged in oak for up to two years and charcoal filtered to remove any colour.

"In the US, white rum is currently the largest single segment within the rum category, at approximately 8 million cases," said Chuck Shive, Appleton Estate Jamaica Rum brand manager for Brown-Forman Spirits Americas. "Now those consumers will have a high quality, aged, white rum available to them, further strengthening the segment."

Brown-Forman's first national advertising campaign for Appleton Estate V/X Jamaican Rum will break this month. The US$2m print ad campaign targets 25- to 39-year-olds with household income of more than US$50,000 and will appear in magazines including Maxim, Sports Illustrated, Fast Company and Time.