Appleton rums rebranded under J. Wray labels

The former Appleton rums

Attention fans of Appleton Special Jamaica and Appleton White rums:

Do not panic when you no longer see those labels on the shelves of your favorite spirits shop. The parent Campari America company is in the process of rebranding and relauncing them.

Now under the group’s J. Wray Jamaica Rums brand, Appleton Special Jamaica will be sold as J. Wray Jamaica Rum Gold, and the Appleton White as J. Wray Jamaica Rum Silver. Both of the 80 proof (40% abv) spirits will retain their original recipes and pricing (suggested $17 per 750-ml bottle).

Christine Moll, Campari America category marketing director, told the industry publication Shanken Daily News the change helps ensure that “Appleton Estate is viewed as a premium rum offering within the Campari America portfolio,” with J. Wray being positioned as the “standard rum set.”

Sales of the Appleton brand, whose core lineup ranges in suggested retail prices from $22 to $38, were up 6.8% to 220,000 cases in the U.S. last year, according to Impact Databank.