As Premiumization Reaches Rum, The Action Is In Aged Expressions
By Jack Robertiello
When Gruppo Campari threw open the doors to their $7+ million expansion of Appleton Estate distillery in the hills of Jamaica in January, it was only the latest step in their effort to upgrade the reputation of the best-known aged Jamaican rum.
This expansion comes after recent double-digit growth for Appleton Estate Reserve Blend and Rare Blend 12 YO, the introduction of 21- and 50-year-old expressions, and the swapping of J. Wray for Appleton on the Gold and Silver rums, leaving Appleton as an aged-only brand.