Appleton Estate is a sugar estate and distillery in Jamaica that has been handcrafting rums since 1749. The Canadian Appleton marketing team selected NEXT as they needed an experienced agency in building online communities in the spirits industry. We created Appleton Estate’s “Rum Academy” and associated marketing campaigns to grow awareness, membership and education in the brand’s rum ladder of products.
“NEXT embraced Appleton Estate Jamaica Rum and created a comprehensive Marketing Action Plan (MAP) and a new website at appletonrum.ca. A very interactive online community of rum experts engaged in a communication platform to be rum experts. “Join the Rum Academy” key strategy resulted in an integrated 360 degree on and off premise program built to drive consumers and bartenders to our leading website.”
– Peter Hottmann, Global Consumer Marketing Manager, Appleton Jamaica Rum
