• December 22, 2008

DeVito/Verdi won the advertising account 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 win includes 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. Billings were not disclosed. Long considered Jamaica's premium-aged rum, Appleton Estate is aggressively trying to improve its U.S. presence, eager to grab a larger share of the rum market, the second-largest distilled spirits category in the U.S.