KINGSTON, Jamaica — J. Wray & Nephew Limited, a Gruppo Campari Company, has introduced J.Wray Jamaica Rum — a rebranding of the Appleton Jamaica Rum range — featuring new packaging along with the new name.
J.Wray Jamaica Rum comes in two varieties: J.Wray Jamaica Rum Gold (previously Appleton Special Jamaica Rum) and J.Wray Jamaica Rum White (previously Appleton White Jamaica Rum).
“We wanted to unleash the potential of both the Appleton Estate premium rum brand and the Appleton Jamaica Rum standard rum brand. We felt the best way to do this would be to rebrand the Appleton Jamaica Rum range,” says Melanie Batchelor, VP of Global Spirits. “J. Wray & Nephew Limited has an unparalleled reputation for producing rums of the highest quality that dates back 190 years to when founder John Wray opened a tavern in Kingston, Jamaica. Rebranding our standard brand to J.Wray Jamaica Rum allows us to establish a stronger link between the company and the brand.”
The new packaging features Jamaica’s national colors (black, green and gold) to reinforce the brand’s authenticity and a notation that the rum is made in Jamaica by a legendary rum producer, J. Wray & Nephew Limited.