Appleton Estate Jamaica Rum's newest online offering is perhaps as exciting as the cocktails inspired by the various blends.

The 260-year-old company has embarked on a global online campaign with the introduction of its new-look website -- www.appletonestate.com -- which it spent roughly US$200,000 to create.

Developed around the theme "The Exceptional Spirit", the new website brings together the brand's heritage and its appeal as a social tool. This has led web developers to include four main sections: 'The Spirits', 'The Place', 'The Experience' and 'The Community'.

"We wanted to create an online Appleton Estate experience that brought the brand to life with a consistent message globally, but one that also worked with the on-the-ground marketing activities in the over 60 countries we sell Appleton to," said Bridget Watson, consumer innovation manager at Appleton.

The new-look website boasts a clean, user-friendly design that employs the use of video and photography to really make the brand shine.

The central image is one of Nassau Valley, St Elizabeth, that gives surfers a view of rolling hills and green fields.

"We wanted to fuse our brand with our consumers' world, showing where and how they enjoy Appleton Estate Jamaica Rum," added Watson. "It was important to speak to our brand heritage but also engage our consumers to interact with the brand using varied strategies."

But brand history aside, the website also hosts 'Exceptional Cocktail' videos that teach consumers how to make classic cocktails. There is, too, a mobile application that allows consumers to download these cocktail recipes to their smartphones.

"Our new Exceptional Bars section highlights some of the bars and restaurants around the world where consumers can enjoy Appleton," shared Watson.

The Community section keeps surfers up to date on Appleton Estate events globally. Users may also opt to follow the brand's Twitter feed or join its Facebook community.

In case you missed it, interaction is a key element in the design of the premium rum's new-look website and Watson knows exactly why.

"Social media is the new way for brands to integrate traditional marketing with one-on-one consumer interaction," Watson shared, adding that the company felt it important to give its consumers a channel to talk directly.

"In addition to our Twitter and Facebook pages, we are setting up a YouTube channel with a lot more social networking activities planned for the future."

The website is also available in Spanish and French to meet the demands of some of the company's key export markets. What's more, there's a new press page with an archive of press releases on the brand which also allows journalists to submit questions and requests for information directly to the Appleton Estate Jamaica Rum Communications Team.

The website was developed by Canadian advertising agency HQVB in collaboration with Appleton Estate's global consumer marketing team and representatives from Appleton Estate's major markets around the world.

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