DeVito/Verdi Toasts the New Year with Appleton Estate Jamaica Rum

New York Agency Wins Advertising Account For Luxury Rum Brand

NEW YORK, Dec. 22 /PRNewswire/ — DeVito/Verdi has jumped into the premium rum category with today’s announcement that it has been named by Kobrand Spirits to handle advertising for Jamaica’s oldest rum distillery, Appleton, and its expansive portfolio of premium rum brands.

The New York ad agency will be responsible for creating a broad branding program to include creative, media buying and planning, event marketing and non-traditional advertising for the U.S. market.

The Appleton portfolio of rums is distributed exclusively by the Purchase, NY-based Kobrand Corporation, and includes such brands as Appleton Estate Jamaica Rums (V/X, Reserve, Extra 12-year-old, 21-year-old), Appleton Jamaica (the two classics: Special and White), Coruba Dark Rum, and Wray & Nephew White Overproof.

The three-month agency review included several advertising agencies, which was narrowed down to four finalists. Billings were not disclosed.

Long considered Jamaica’s premium-aged rum, Appleton Estate, world class estate rum since 1749, is now determined to aggressively increase its U.S. presence, as it looks to capture a greater share of the rum market, the second largest distilled spirits category in the U.S.

“This is a white-hot brand in a category that’s poised for explosive growth,” said Ellis Verdi, president of DeVito/Verdi. “The premium and super-premium rum category is on the verge of undergoing the same ‘discovery’ that vodka and tequila previously experienced.”

Appleton Jamaica Rums has been one of the fastest-growing brands in the rum category, as it received consecutive Adams Growth Brand Awards, given by the Adams Beverage Group to brands that reach a minimum of 100,000 cases and enjoy double-digit percent growth during each of the last four years within the U.S.

“Our portfolio of Appleton brands has received critical acclaim, international recognition and effusive praise from spirits experts and enthusiasts over the years. Now, we’re about to engage in a multi-media branding effort that will reach well beyond the aficionados and rum experts,” said Tom Congdon, vice president, managing director of Kobrand Spirits. “We’re excited about working with DeVito/Verdi, and look forward to raising the profile of these superb rum offerings.”

About DeVito/Verdi

DeVito/Verdi, a privately held company, has been recognized as one of the most exceptional creative agencies in the industry. Its lengthy list of industry awards includes the top prizes at the Clios, Radio Mercury, Cannes, Andy, Addy and One Show award ceremonies.

DeVito/Verdi, which has been voted “Best Agency” six times over the last 12 years by the AAAA, has created some of the most memorable ad campaigns of the past 15 years. DeVito/Verdi strives for excellence and maintains a unique level of prestige within the advertising industry, as evidenced by its work for such clients as Meijer, The National Association of Broadcasters, Sony, Canon, BMW, Circuit City, Daffy’s, Esquire Magazine, TimeOut Magazine, Grey Goose Vodka, SteinMart, Reebok, Massachusetts General Hospital, Hotwire.com, Office Depot, Legal Sea Foods, Mount Sinai Medical Center, Pepsi/SOBE, Corazon Tequila, Empire Kosher Chicken, Acura, CarMax, Sports Authority and others. For more information, visit www.devitoverdi.com.

About Appleton Estate

The Appleton Estate is the oldest sugar estate and distillery in Jamaica, and 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.

The Appleton Estate Jamaica Rum range, which is produced exclusively on the Appleton Estate, is Jamaica’s leading premium rum, and is available in 65 countries around the world.

About Kobrand Corporation

Kobrand Corporation was founded in 1944 and to this day remains one of the few family-owned wine and spirits companies. Kobrand’s portfolio of wine and spirits was meticulously selected according to a single, unerring principle: quality. This continued focus has made the Kobrand name synonymous with wines and spirits of the highest caliber for 60 years. Kobrand is the exclusive agent for an outstanding selection of fine wines and spirits that include Maison Louis Jadot Burgundies, Champagne Taittinger, St. Francis, Sequoia Grove, Benziger Family Winery, Cakebread Cellars, Sassicaia, The Fladgate Partnership of Ports, Alize, Depaz Blue Cane Amber Rhum, Cafe Boheme Coffee Creme Liqueur and Delamain Grande Champagne Cognacs.

SOURCE DeVito/Verdi