Appleton Estate: An in-bar experience to build brand love

Educate consumers on Appleton Estate and build awareness of its’ affiliation with iconic Jamaican cocktail serves.

Our response

There’s no better way to appreciate the skill of a beautiful cocktail than learning how to make it yourself!

We applied this to the insight that 65% of new rum drinkers go on a category journey of discovery; then set about designing an event to leave guests feeling like a Rum-connoisseur.

We took over the Rum Kitchen; synonymous with Mai Tais and Jamaican cuisine.

Ambassador Chris Dennis lead guests through the perfect Jamaican Daquiri with Appleton Estate Signature, and an Appleton Estate 8YO Mai Tai, the brand’s hero serve.

News of the one-off event was supported with extensive listings outreach and media relations programme.

With a firm commercial eye, an Appleton Estate promotion ran with Rum Kitchen through August adding an editorial layer.


6 journalists from target titles including The Daily Mirror, Stylist, MailOnline, ELLE and VOGUE attended.

Cocktail-loving influencers chosen for their dedicated rum-loving followers, with a combined following of 50K attended at no cost and delivered standout engagement for the brand.

Our room was buzzing with consumers who learnt about the Appleton Estate brand history, and cocktail creation.

The in-bar promotion resulted in the Appleton Estate Mai Tai being the best-selling cocktail at Rum Kitchen in August with 2,000+ cocktails sold than in previous months.