KINGSTON, JAMAICA (10/3/2010) — Appleton Estate Jamaica Rum has launched a new global on-line campaign with the introduction of their new website – appletonestate.com.

Drawing together an exciting range of digital and on-line tools, Peter Hottmann, Global Consumer Marketing Manager for Appleton Estate Jamaica Rum, says that the site “brings the essence of Appleton Estate Jamaica Rum to life on the screen in an exciting, innovative, interactive and responsible manner.”

Developed around the theme, “The Exceptional Spirit”, the new website brings together the maker’s world and Appleton Estate’s rich heritage with the drinker’s world and people who themselves have an exceptional amount of spirit.  It features four main sections: ‘The Spirits’, ‘the Place’; ‘The Experience’ and “The Community.

‘The Spirits’ section speaks to the unique qualities of each of the brands in the Appleton Estate Jamaica Rum range and includes information and tasting notes on each of the expressions.  “The Place” focuses on the over 260 year history and heritage of Appleton Estate Jamaica Rum, the brand’s unique manufacturing process and what Hottmann refers to as the Brand’s Seven Elements of Distinction.  “The Seven Elements of Distinction is what sets Appleton Estate Jamaica Rum apart from other rums and includes the “Terroir” of the region, the copper pot stills which are integral to our manufacturing process and are unique to the Appleton Estate, and the brand’s legacy of blending exceptional rums.”

“The Experience” features an Exceptional Bars section where visitors to the website can locate bars around the world where people get together to share their spirit and a great Appleton Estate cocktail.  This section also features recipes for some of the more popular and iconic Appleton Estate Jamaica Rum signature cocktails as well as video demonstrations on how to make these cocktails. The cocktails section also features Quick Response bar code technology which allows visitors to download recipes directly onto their smart phones.  Both the “Exceptional Bars” and “Cocktail” sections will be updated and expanded on a regular basis.

According to Peter Hottmann he is particularly excited about ‘The Community’ section of the website.  “Our ‘Community’ page allows our consumers and brand ambassadors to interact with the brand through various social media. Visitors to the website can submit their own exceptional cocktail recipes and recommend Exceptional Bars and Appleton Estate Jamaica Rum Events to be featured on ‘The Experience’ page.  ‘The Community’ page also has a link to the Appleton Estate Facebook fan page and twitter feed as well as other Appleton Estate Jamaica Rum social media pages and links.”

The website new press page has an archive of press releases on the brand and also allows journalists to submit questions and requests for information directly to the Appleton Estate Jamaica Rum Communications Team.

The website was developed by Canadian advertising agency HQVB in collaboration with Appleton Estate’s global consumer marketing team and representatives from Appleton Estate’s major markets around the world.

About Appleton Estate Jamaica Rum:

The Appleton Estate is located in the Nassau Valley in the parish of St. Elizabeth.  The first known documentation of rum production at the Appleton Estate is dated 1749 and it is the oldest sugar estate and distillery in Jamaica in continuous operation. All Appleton Estate Jamaica Rums are produced exclusively on the Appleton Estate using time-honoured traditions that have been passed down from generation to generation since 1749.

The Appleton Estate Jamaica Rum range is Jamaica’s leading premium rum and is available in over 55 countries around the world.  The brands that comprise this range of premium aged rums include Appleton Estate V/X Jamaica Rum; Appleton Estate Reserve Jamaica Rum; Appleton Estate Extra 12 Year Old Jamaica Rum; Appleton Estate Master Blenders’ Legacy, Appleton Estate 21 Year Old Jamaica Rum and the Limited Edition Appleton Estate 30 Year Old Jamaica Rum.

Appleton Estate Jamaica Rum is committed to the environment and to reducing its carbon footprint.  The Company has made significant investment in plant, equipment and training to ensure that its operations in the Nassau Valley, as well as the head office in Kingston, are green.  The Kingston Head Office received ISO 14000 certification in February 2009 – which means that the Company has developed sound environmental initiatives that meet the requirements of the ISO standard.

About HQvB

HQvB is Canada’s first truly hybrid advertising agency and a partnership of three of Canada’s leading creative people. Silo free, HQvB creates ideas that get people involved with brands. As such, HQvB seamlessly crosses traditional, digital and social media, as well as integrates design and event creation. The work produced by HQvB has garnered industry accolades and media attention internationally as the agency continually pushes the boundaries of what is possible in today’s new media world.

The Panty Rippa may as well be the national cocktail of Belize.  They’re served everywhere and in mass quantity.  Tourists like them, locals like them, they’re inexpensive and taste great.  We like them because the local coconut rum is among the best on the market, the pineapple juice is fresh and everyone should have an easy-to-make tropical cocktail in their drink making bag of tricks.  Give it a try.  Cheers!

Panty Rippa

Fill a collins glass half way with ice

Add 2-3 oz. of coconut rum (we’re using Kaknat, but pretty much anything will do the trick)

Top off with fresh pineapple juice

Swirl glass to mix ingredients

Garnish with lime wedge

Crank up the tunes and enjoy!

FOR IMMEDIATE RELEASE

SEN. LEMIEUX AMENDMENT IGNORES ALL FEDERAL PRECEDENT,
WOULD DESTROY ECONOMY OF U.S. VIRGIN ISLANDS

LeMieux Proposal Transfers U.S. Virgin Islands’ Revenue
to Puerto Rico Government

Statement from John P. deJongh, Jr., Governor, United States Virgin Islands

Senator LeMieux of Florida today ignored almost 100 years of federal precedent and clear Congressional intent by filing an amendment that drastically alters the rum excise tax cover-over program. His amendment would severely harm the economy of the U.S. Virgin Islands and overtly favors Puerto Rico.

Senator LeMieux’s amendment looks like it was developed alongside Puerto Rican lobbyists. The proposed amendment takes excise tax revenue paid by U.S. Virgin Islands rum makers on rum produced in the U.S. Virgin Islands and directly transfers it to Puerto Rico’s government coffers. Puerto Rico would end up with billions of dollars generated by rum production in the U.S. Virgin Islands.

As we search for solutions to the economic downturn, America needs smart, thoughtful leadership – not desperate attempts to pander to powerful special interests. Senator LeMieux is directly attacking his fellow Americans in the U.S. Virgin Islands by doing Puerto Rico’s bidding.

We are strengthening the U.S. Virgin Islands’ economy and stabilizing our government’s finances. The rum cover-over is a long-standing and successful economic development program that has provided benefits to the U.S. territories.

Furthermore, the rum cover-over program is of great economic and financial importance to the U.S. Virgin Islands. For the first time, we are making full use of these tools given to us, and we have done so without hurting any other location. I cannot understand why Puerto Rico and certain other interests are determined to hold back and undermine the economic interests and future of the U.S. Virgin Islands.

Senator LeMieux’s plan could cause us to default on hundreds of millions of dollars in bonds, which would stop progress on infrastructure projects and environmental improvements, and would force the government of the U.S. Virgin Islands to the brink of receivership.

By promoting this amendment, Puerto Rico has not only given up any pretense of negotiating their concerns with the U.S. Virgin Islands as we  have been asked to do by Congressional leaders, but Puerto Rico now also seems willing to walk away from the long history of friendship and collaboration which has linked America’s two Caribbean possessions.

Palapa patrons

The legendary Palapa Bar has been in operation for years and is a popular drinking and socializing spot for locals and tourists alike. Perched at the end of a wooden boat dock and elevated about 15 feet off the water, it is one of the coolest little watering holes around.  Like most beach bars here, The Palapa is uncomplicated and laid back.  A large thatch roof covers a U-shaped bar with about 20 bar stools.  Every inch of the place has been tagged with the names of tourists who have passed by for a drink.  A team of friendly bartenders happily mix up stiff rum drinks and pour cold beers.  A cool breeze continuously blows off the water and the Margaritaville Serius Radio station fills the air with good tunes.  Sunburned tourists engage in “where are you from” conversation, people point and cheer as a dolphin swims by, more rum is consumed and suddenly all is right in the world.

Friendly faces

The drink of choice here is usually beer – Belikin Regular, Stout and Lighthouse are on offer as well as Guiness.  Rum also flows at a rapid clip, especially during happy hour when Rum & Cokes are 2-for-1.  On a recent visit our crew was astonished that four rum & Cokes cost a mere $10bz.  That $5us if your counting…..best deal on the whole damn island.

So, Rum Connection Friends, whether it’s interesting people, great views or super cocktails you seek, get on down to The Palapa Bar.  It’s all waiting for you there.  Cheers!

To get there, head north from San Pedro Town by boat, bike, golf cart or foot for about a mile.  You can’t miss it.

RC crew was there

www.palapabarandgrill.com