Endless possibilities for Appleton

Appleton Estate is to increase its focus on premium products in the retail markets of North and South America during the course of 2010.

The decision comes based on research conducted by the Jamaican rum producer, which has resulted in its global consumer marketing manager Peter Hottmann stating the "possibilities are endless" for its premium rums.

Appleton Estate’s market research, which was carried out in 2009, reports that the steady improvement in the economy has given rise to the decision to increase the focus on its premium products in the Americas.

The products in question include Appleton Estate V/X, Appleton Estate Reserve and Appleton Estate 12 Year Old Jamaica Rums.

Hottmann is keen to further exploit South America, following Appleton’s rums making inroads into the Brazilian travel retail market, supported by a domestic importer, which is set to be announced very soon.

“Peru is a market where we see a lot of potential for Appleton Estate Jamaica Rum, while Chile is another market upon which we will be putting sustained emphasis and investment in the near future.

"It’s a perfect environment for our premium Appleton Estate Jamaica Rum range as the premium rum sector in Chile is doing really well,” Hottmann said.

The company is also keen to expand on its already well-established markets such as Mexico, as Hottmann added: “We’ve historically been very strong domestically in Mexico with Appleton Special and Appleton White Jamaica Rums.”

Rupert Millar, 22.02.2010