Jamaica’s Appleton Rum Gets Gritty in New Ads

The 265-year old estate shows off people, pride, rum barrels

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The budget-friendly rum category doesn’t have many choices liable to leave the buyer feeling like he’s just bought something artisanal. But Appleton Estate Jamaica Rum is clearly out to change that with a campaign unveiled on Jamaican Independence Day.

One TV ad, from San Francisco shop Argonaut, lucks budget-friendly rum out of the usual realm of parties and pirates and plunges it deep into the Jamaican heartland. Shot in the Nassau Valley on the Appleton Estate, which has been distilling rum for 265 years and counting, the scenery is earthy and indigenous, featuring lush vegetation and poignant close-ups of the men and women who work at the distillery.

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