Click through to view an image of the updated packaging

Click through to view an image of the updated packaging

Gruppo Campari has updated the packaging of its limited-edition Appleton Estate 21 Year Old Jamaican Rum in an effort to highlight the variants “luxury credentials”. 

The upgrade involves the 43% abv annual limited global release being presented in a decanter and gift canister. Each bottle of the product is numbered and also comes with a certificate of ageing signed by master blender Joy Spence. 

Andrea Conzonato, Gruppo Campari’s CMO said: “This is an evolutionary upgrade which underpins Appleton Estate 21 Year Old Jamaican Rum’s luxury credentials.”

Campari acquired the Appleton rum portfolio when it took control of Lascelles deMercado & Co in late 2012