Appleton Special & White, part of the Campari Group portfolio, has rebranded as Kingston 62 globally. Now available to all retailers in the UK, Kingston 62 is the new name and look for the popular rum, offering the same great taste, with no change to the recipe or ABV.
Proudly an aged Jamaica rum, Kingston 62 will be available in both gold and white variants; produced at the Appleton Estate Distillery, with limestone filtered water and non-GMO molasses and yeast. Aged and bottled in Jamaica without additives, Kingston 62 uses the same original Appleton Special & White recipe developed in the 1940s, retaining the rum’s much-loved characteristics. The expression delivers the traditional Jamaica rum taste and quality, which is celebrated through its new distinctively Jamaican branding, along with the country’s rich heritage and independence in 1962.
The rum category is increasing in popularity in the UK, recording 13.1% value growth in the Off-Trade vs. last year, with value sales increasing to £410m[i]. Kingston 62 presents a distinctive brand for retailers to tap into this growing consumer demand – with its unique personality, and adherence to the highest standards of rum production. It is also a savvy choice for retailers looking to target the third (35%) of consumers who will only consider mainstream rum brands[ii], such as Kingston 62.
Rum’s significant penetration amongst younger consumers – with 70% of spirits drinkers aged 18-24 drinking rum, rising to 79% of 25-34-year-old spirits drinkers[iii] – also serves to boost the appeal of Kingston 62, with its attitude and ubiquitous Kingston swagger designed with the 21-34 year-old rum drinker in mind.
Nick Williamson, Marketing Director at Campari UK commented: “The new-look Kingston 62 celebrates its Jamaican heritage from the prominent “Jamaica Rum” embossing showcasing that the liquid adheres to the highest standards of rum production, to the Lion branding symbolising the strength, courage and pride of the Jamaican people.
“We are proud to bring Kingston 62 to the UK market – a unique and distinctly Jamaican brand that delivers the great quality and taste that fans of Appleton Special & White have come to expect”.
Appleton Special & White’s transition to Kingston 62 in the UK follows the successful rebrand in its native Jamaica earlier this year. To ensure that consumers are aware of the change in the UK, POS materials will also be provided for a limited time at select cash & carries to help retailers communicate the transition from Appleton Special & White to Kingston 62 in store.
Kingston 62 Gold & White 70cl now available via the wholesale channel, with a RRP of £17.50 for Gold and £16 for White. The 35cl Gold will be available in August at RRP £10. For commercial enquiries, please contact general.uk@campari.com.
[i] Nielsen Scantrack MAT data to 16.05.2020
[ii] CGA OPMS Data to 28.12.2019
[iii] Harris Interactive Poll – June 2019
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