- Challenge
Appleton Estate Jamaican Rum was gearing up to release a high-end 8YO rum in Spring 2020 when the launch was disrupted by the global coronavirus pandemic.
An added challenge was the media climate at the time – most consumer lifestyle reporting had paused as news publications focused primarily on pandemic coverage.
- Solution
How we Uncomplicated the Complicated
Access pivoted by hosting a virtual formal rum tasting and cocktail making class in July with key lifestyle and spirits media, hosted by Master Blender Joy Spence and Brand Ambassador Anne-Louise Marquis. Editors enjoyed an educational overview of the brand and the new release, tasted the rum with food pairings, and made rum-based cocktails.
The rum, food pairing items and cocktail ingredients were all delivered to participants beforehand to give everyone the same experience.
- Results
Of Participating Media Posted on their Personal Social Platforms
Impressions Immediately After the Event
Impressions-To-Date
