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KINGSTON, Jamaica — Appleton Estate Jamaica Rum brought its month-long “On the Rum” series to a close on August 29, following 21 stops across Jamaica celebrating rum, music and Jamaican culture.
Dominic Bell, Communications Manager at J. Wray & Nephew Limited, said the series, staged throughout Rum Month in August, provided an opportunity to showcase one of Jamaica’s most internationally recognised spirits while connecting the brand with consumers through entertainment experiences across the island.
“We’re actually at the ultimate staging of the Appleton Estate On the Rum series that has taken place throughout Rum Month, being August,” Bell told World Music Views. “So we’ve done 21 stops throughout this time period where we have showcased and communicated to Jamaicans something that we should all celebrate, which is the Appleton Estate Jamaica Rum range.”
Bell described Appleton Estate as a Jamaican product with a history stretching back more than 275 years.
“It is the world’s premium dark spirit rum range that is birthed right here in Jamaica and is over 275 years old,” he said.
Sherry Cask Takes Centre Stage
A major focus of this year’s On the Rum series was Appleton Estate Sherry Cask, a limited expression which Bell said is aged in Oloroso sherry casks from Spain.
“The Appleton Estate Sherry Cask, which is the first of its kind to be blended and aged in Oloroso casks from Spain, has been on display,” he said.
The month-long activation moved through a range of venues and events, including the opening staging at The Lot, National Rum Day celebrations on August 16, Soul Sundays in Portmore, Sunday Souls in Montego Bay featuring Christopher Martin, Plantation Smokehouse and Big People Sundays.
“Throughout this period, you have been pairing Appleton Estate Sherry Cask with White Cran Ginger Ale or Ginger Beer responsibly,” Bell said. “And we thank everyone over the legal drinking age for participating during this period.”
Soul Music’s Jamaican Connection
Among the stops was Soul Sundays in Portmore, where the relationship between Jamaican audiences and soul music took centre stage.
Bell said Jamaica’s affinity for soul is hardly surprising, given the longstanding exchange between Jamaican music and African-American genres such as R&B, jazz and Motown-era soul.
Souls Sundays with Appleton Estate Rum Day
“Soul music, and as we call ‘souls’ in Jamaica, is actually a part of our culture,” Bell explained. “When you think of even the construct behind mento, rocksteady, reggae, you name it, all of these have influences from whether it’s R&B, soul music, Motown era or that of jazz music.”
He placed that musical relationship within the wider cultural connections of the African diaspora.
“We’ve always had that infusion,” Bell said. “It’s one Black Atlantic where we all share the same culture from a diaspora standpoint. So soul music is just another anchor within that realm that we all participate in.”
What Comes After Rum Month?
While the On the Rum series concludes with August, Bell said Appleton Estate is already looking towards the final months of 2026, with the brand encouraging consumers to explore the wider range of Appleton Estate expressions.
“What’s next is, of course, if there are even any left, the Appleton Estate Sherry Cask is a limited-time offer,” Bell said.
As the year moves towards the holiday and celebration season, he said consumers can choose from several expressions across the portfolio.
“We’re heading into the end of the year, celebrating the gift of what a great year 2026 has been with any expressions within the Appleton Estate Jamaica Rum range,” Bell said. “Whether it’s a Signature Blend, the 8 Year Old, the 12 Year Old, the 15 or the 21, there is a special expression for you.”
The August 29 staging at AC Hotel Kingston also featured live entertainment from DMG Band.
DMG band saxophonist in motion at the AC Hotel Kingston Jamaica, August 29, 2026
“DMG, they’re a band, they play all genres of music, whether it’s reggae, dancehall, R&B, calypso, soca, you name it,” Bell said. “It’s just at least an hour of music that will feed the soul.”
The event also featured Appleton Estate Sherry Cask drink specials as the brand brought the curtain down on a busy month of rum-focused events across Jamaica.
For Bell and Appleton Estate, the month was ultimately about connecting Jamaica’s internationally recognised rum heritage with the music, venues and social experiences that form part of the island’s culture.
Drink responsibly. For persons 18 years and older.
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