According to managing director Paul Henriques, the upgrade is an evolutionary one in keeping with the Appleton Estate 21-year-old Jamaica Rum’s luxury credentials, Jamaica’s Gleaner reports.
The rum is now presented in a proprietary decanter, the design of which was inspired by the Appleton Estate signature bottle, and finished with a cork closure.
Appleton Estate 21-year-old’s signature royal blue colour cues have been retained in the canister, the neck and foot labels, and the cartouche. However, the new decanter now has a painted label.
The new label highlights unique aspects of Appleton Estate’s manufacturing process, with the inclusion of signature phrases such as ‘estate distilled’ and ‘handcrafted since 1749′. It also draws attention to the some of the brand’s unique qualities, such as the fact that this rum is aged for a minimum of 21 years and that it is a rare limited edition. The new label also features an updated version of the Appleton Estate Jamaica Rum logo.
The Estate’s over 260-year history and heritage, is showcased on the neck label which features the brand’s iconic artist’s impression of the Appleton Estate scene, and the 21 years’ minimum ageing is again highlighted on the cartouche.
Appleton Estate 21-year-old Jamaica Rum is a once-a-year limited release that will be sold on an allocation basis, and each bottle will be numbered on the foot label.
Each bottle also comes with a certificate of ageing signed by master blender Joy Spence to certify that each of the rums that make up the blend have been aged for a minimum of 21 years in oak barrels.
The new package will be available in Jamaica as of mid-February.
For the original report go to http://jamaica-gleaner.com/gleaner/20120216/cook/cook3.html