Campari has changed the packaging

Campari has changed the packaging

Gruppo Campari has released details of a brand name and packaging update for its Appleton Estate Jamaican rum portfolio.

The company, which acquired Appleton's parent company, Lascelles deMercado, in late-2012, said the changes would take effect globally from next month. However, the UK will not see the changes until October.

Of the name changes:

  • Appleton Estate V/X becomes Appleton Estate Signature Blend
  • Appleton Estate Reserve will be Appleton Estate Reserve Blend, and
  • Appleton Estate Extra 12 Year Old becomes Appleton Estate Rare Blend 12 Year Old.

"We decided to bring a consistent and coherent naming structure to help consumers appreciate the differences among our three core variants as well as the hierarchy between the new variants," said Richard Black, Campari's global integration director for rums.

The new look for the range, which can be viewed right, features greater emphasis on the phrases "Estate Distilled" and "Jamaica Rum", as well as an image of the estate itself. The brand logo has been updated along with the addition of the sentence "Crafted in the heart of Jamaica".