August 5, 2020; Cayman Islands: Appleton Special Jamaica Rum has rebranded as Kingston 62 worldwide. The brand, which launched its new look in the Cayman Islands over the past couple of weeks with sampling stations at Social Soiree and Welly’s Cool Spot, debuted two new expressions: Kingston 62 Gold and Kingston 62 White, the rebranded Appleton Genesis.

“The decision to discontinue Appleton Special and Appleton Genesis was to allow the name Appleton to be differentiated as our aged rum collection: Appleton Estate Jamaica Rum,” shared Marsha Lumley, Campari Group’s Marketing Director for the Caribbean.

This year, Appleton Estate Jamaica Rum has been relaunched globally as a showcase of Campari Group’s commitment to the highest standards of rum production coupled with ethical and socially responsible global marketing. The aim of the brand’s new look is to cement Appleton Estate’s position as a premium preference for rum connoisseurs. This is on the heels of a US $7.2 million upgrade of the Joy Spence Appleton Estate Rum Experience, the home of the brand, which is now one of the Jamaica’s premier attractions for residents and visitors. Kingston 62 replaces Appleton Special & White as Campari Group’s primary Standard rum proposition.

The Kingston 62 name, proposition and packaging design is a celebration of the storied history of Jamaica’s independence and the great pride of its people. The usage of “Kingston” represents the heartbeat of Jamaica’s music, fashion and art scene, with “62” noting the country’s year of independence.

“The label encapsulates the strength, courage and pride of the Jamaican people. Reinforcing the strong qualities of the Jamaican people is the bold, black lion pouncing on the bright yellow label of the Kingston 62 bottle,” added Lumley. 

Rebranding aside, the liquid now mirrors Appleton Special as used in Jamaica, and not the prior export variation which would have been distributed in the Cayman Islands and other key brand markets. The Cayman Islands will now get to experience the liquid which was initially only used in Appleton Special’s local market in Jamaica.

“Enjoy the great taste and new vibe of Kingston 62, as it remains the key ingredient in the simple easy-mix cocktails that Appleton Special lovers have long enjoyed. You can look out for the brand at Jamaican Independence Day celebrations at Mango Tree and Carib Café, in addition to trade deals at Jacques Scott Stores, Reflections Liquor 4 Less, and McRuss Grocery.

While the label and branding have changed, Kingston 62 maintains the same selling price and recommended retail price as its predecessor. For more details on the brand’s activities, persons can visit their Instagram and Facebook pages @Kingston62ja.