J Wray & Nephew boosts alcohol levels in Appleton white rum

23-Jul-2013 - Last updated on 25-Jul-2013 at 07:22 GMT

Appleton white rum will increase from 37.5% to 40% ABV

In a climate of falling alcohol levels, Jamaican distiller J Wray & Nephew has taken the unusual move of increasing the ABV of its Appleton White Jamaica Rum from 37.5% to 40% ABV in the UK.

The company said it was a “minor but crucial adjustment” to the rum and hopes the increase will help differentiate the brand from less premium white rums on the market.

“Both the on and off trades are aware of the exciting qualities of this outstanding aged white rum, with its fruity bouquet and hints of pear and coconut,” said marketing manager, Mariam Ridley.

“In view of the increasing demand for this product and the positive feedback from the trade, the company has decided to further enhance its unique qualities by increasing its abv from 37.5% to 40%, while being certain to maintain the current blend. The product enhancement will strengthen the flavour delivery and underline its premium positioning when set against otherwhite rums.”

Appleton White Jamaica Rum is a blend of aged rums from J Wray & Nephew, which produces over 96% of the rum sold in Jamaica.

The distiller also produces the legendary brand, J Wray & Nephew White Overproof Rum, at a hefty 63% ABV.