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Campari has unveiled a new advert for its Appleton Estate rum brand in the wake of a portfolio-wide refresh that saw some expressions in the range renamed.

The ad, which is rolling out in UK cinemas after a US launch, highlights the Jamaican sugarcane used to make Appleton Estate. It is part of a new "From Jamaica With Love" marketing campaign that will also include on-trade samplings and a bartender competition.

The campaign comes as Campari rolls out a new-look for the rum range. The refreshed portfolio, which changed the name of Appleton Estate V/X to Appleton Estate Signature Blend, was launched in the US in June and will be available in the UK from October.


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