Sat | Sep 18, 2021

JWN rum sales jump with new products

Published:Wednesday | March 13, 2019 | 12:00 AM

Two new Appleton aged rums launched internationally pushed sales of the Jamaican rum brands owned by the Italian Campari Group eight per cent higher to €91 million (J$13 billion) last year.

The growth was based on what Campari called the continued “exceptional outperformance” from Wray & Nephew Overproof’s and “positive” performance from the aged rums of Appleton Estate.

Wray & Nephew Overproof growing reputation as a­ ­favourite of mixologists because the depth of flavour, versatility and unmatched quality, has benefited sales, Campari explained.

The Jamaican rum brands ­registered double-digit growth in Jamaica and the United Kingdom, and single-digit growth in the United States, the company stated.

The Campari Group, described as the sixth largest spirits brand globally, earned €1.7 billion in annual net sales, of which the Jamaican rums portfolio ­contributed five per cent. The group earned €296.3 million net profit over the period, but did not disclose the net position for the Jamaica operations, which fall under subsidiary J Wray & Nephew Limited (JWN).

Last September, JWN released Appleton Estate 30 Year Old Jamaican Rum to 16 global markets, as well as to the global travel retail channel. The rums in this blend are a minimum age of 30 years but can include up to 50-year-old rums, the company said.

Last October, JWN launched its Appleton Estate 15 Year Old Jamaican Rum exclusive to the Canadian market. This rum is a tribute to the rum-making estate’s longstanding and greatly valued relationship with Canada.

The company’s master blender, Joy Spence, hand-selected the rums to be blended for this limited edition, with each rum aged in oak barrels at least 15 years, and as long as 18 years, the company said.