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Appleton Estate launches on-line campaign

Appleton Estate Jamaica Rum has launched a global on-line campaign with the introduction of a new website –

Drawing together an exciting range of digital and on-line tools, Peter Hottmann, global consumer marketing manager for Appleton Estate Jamaica Rum, says the site “brings the essence of Appleton Estate Jamaica Rum to life on the screen in an exciting, innovative, interactive and responsible manner.”

Developed around the theme 'The Exceptional Spirit', the new website brings together the maker’s world and Appleton Estate’s heritage with the drinker’s world and people who have an exceptional amount of spirit.  It features four main sections:‘The Spirits, The Place, The Experience and The Community. 

The Spirits section speaks to the unique qualities of each of the brands in the Appleton Estate Jamaica Rum range and includes information and detailed tasting notes on each of the expressions in the range.

The Place focuses on the over 260 year history and heritage of Appleton Estate Jamaica Rum, the brand’s unique manufacturing process and what Hottmann refers to as "the brand’s seven elements of distinction".

“The seven elements of distinction is what sets Appleton Estate Jamaica Rum apart from other rums and includes the 'terroir' of the region, the copper pot stills which are integral to our manufacturing process and are unique to the Appleton Estate, and the brand’s legacy of blending exceptional rums.”    

The Experience features an Exceptional Bars section where visitors to the website can locate bars around the world where people get together to share their spirit and a great Appleton Estate cocktail.  This section also features recipes for some of the more popular Appleton Estate Jamaica Rum signature cocktails as well as video demonstrations on how to make these cocktails. The cocktails section also features Quick Response bar code technology which allows visitors to download recipes directly onto their smart phones.  Both the Exceptional Bars and Cocktail sections will be updated and expanded on a regular basis. 

According to Peter Hottmann he is particularly excited about The Community section of the website.

“Our Community page allows our consumers and brand ambassadors to interact with the brand through various social media. Visitors to the website can submit their own exceptional cocktail recipes and recommend Exceptional Bars and Appleton Estate Jamaica Rum events to be featured on The Experience page.  The Community page also has a link to the Appleton Estate Facebook fan page and twitter feed as well as other Appleton Estate Jamaica Rum social media pages and links.”

The website new press page has an archive of press releases on the brand and also allows journalists to submit questions and requests for information directly to the Appleton Estate Jamaica Rum Communications Team.

The website was developed by Canadian advertising agency HQVB in collaboration with Appleton Estate’s global consumer marketing team and representatives from Appleton Estate’s major markets around the World.

1 March 2010 - Felicity Murray