Consumer, Activation, COVID-19
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.
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.
Of Participating Media Posted on their Personal Social Platforms
Impressions Immediately After the Event
The event generated buzz for the new 8 Year Old release, convincing more than half of the media to post about it on their personal social media platforms for a combined 50K impressions immediately following the event. The tasting also garnered coverage of the bottle in spirits roundups in publications such as MarketWatch and UPROXX, as well as potential upcoming articles in Forbes, Food & Wine, The Alcohol Professor, and more, garnering more than 100MM impressions to-date.