Appleton Estate: A legendary media launch and brand experience

Appleton Estate tasked us with launching its 17-Year-Old Legend liquid with an authentic brand experience. The brief was to appeal to customers, stakeholders and on-trade partners, as well as dazzle all the right media and influencers.

Our response

Focus on the most compelling asset the brand could offer – the pioneering female Master Distiller Joy Spence. We knew audience would appreciate the gravitas of flying her over from Jamaica, and that using her expertise to wow guests was a great way to make a splash.

With this in mind, we built an event around Joy, hosted at the House of Campari to add extra clout.

This included a Q&A and unique tasting experience; led by Joy.

Bolstering this with one-to-one media interviews and bespoke briefings, the brand’s heritage was celebrated throughout, blending Jamaican music, culture and cuisine with the liquid.


We filled Campari House with x15 media attendees from Master of Malt, The Evening Standard, Daily Mail and Stylist and leading drinks influencers in the industry such as rum ambassador Ian Burrell.

We secured a wealth of coverage in top-tier titles including, Decanter, The Drinks Business, Financial Times and Master of Malt with a reach of over seven million.

And that’s not it as we still have pieces to come in National Geographic, Club Oenologique and Foodism

Social coverage included 10 Instagram stories, including organic posting throughout, with a total combined reach of 67,300 Instagram users.