Appleton Estate Rum proudly stamped their premium brand behind Jamaica Tallawahs in their participation in the inaugural Limacol Caribbean Premier League (CPL), and the general consensus is that the move has been a huge hit.
Appleton Estate held a luncheon for the Tallawahs at the Spanish Court Hotel in New Kingston ahead of the Tallawahs' three home preliminary games over a week ago.
The Tallawahs did not disappoint and won two of those matches to seal a semi-final berth.
The excitement of the cricket, the live entertainment and the presence of Appleton's top-notch rums, led by VX, Reserve and Extra, made for fun-filled vibes at the Mound party stand at Sabina Park.
"The Appleton party stand is guaranteed to bring out (diverse) people. If you know about cricket, or if you don't know cricket you are going to always enjoy that area. It's guaranteed fun," said Gary Dixon, head of marketing at Appleton's parent company J Wray & Nephew.
The CPL commercial director Jaime Stewart said he welcomed "a heritage brand" like Appleton coming on board to support the Jamaica franchise.
"Everyone's been watching CPL and all this costs money. We need commercial sponsors, broadcasters, sponsors, licensing partners and fans turning up at the gates. This is what makes the league sustainable so it's very important for us and we very much appreciate a heritage brand like Appleton coming in to support the Jamaica team," Stewart said.
Despite the lack of floodlights to host night matches and the age-old challenge of limited parking options close to the venue, Sabina Park had near capacity support for matches played on Thursday, Saturday and Sunday.
The 2013 CPL Twenty20 competition ends today with the final at the Queen's Park Oval in Port of Spain, Trinidad & Tobago.
Guyana Amazon Warriors are already into the final after trouncing Trinidad & Tobago Red Steel by seven wickets in one semi-final at Queen's Park on Thursday.
Up to press time last evening in the second semi-final, Jamaica Tallawahs were locked in battle with Barbados Tridents, also in Port of Spain.