KINGSTON, Jamaica — Appleton Estate has launched a new experiential marketing initiative, hosting its first-ever Games Night at Hope Gardens in partnership with Ocean Spray and Pepsi.

According to a release, the invite-only, all-inclusive event was held at The Pavilion at Hope Gardens on July 14 and combined interactive games, premium cocktails, food and entertainment in an effort to offer consumers a different way to engage with the iconic Jamaican rum brand.

Guests participated in activities including giant tic-tac-toe, mini golf and ring toss while enjoying Appleton Estate cocktails crafted with Pepsi and Ocean Spray products. Catering for the event was provided by Chilitos.

Communications Manager at Appleton Estate, Dominic Bell, said the concept was designed to create a more meaningful connection between the brand and its consumers.

“Appleton Estate Games Night was created as a fresh and engaging way for us to connect with consumers beyond traditional brand experiences,” Bell said. “The vision, which was brought to life with the help of our friends at Pepsi and Ocean Spray, was to bring people together through the universal enjoyment of friendly competition, social connection and great conversations while showcasing the warmth, authenticity and premium character of Appleton Estate.”

“We wanted to create an environment where friends could unwind, interact and make lasting memories over exceptional Jamaican rum, reflecting the spirit of togetherness that has always been at the heart of the Appleton Estate brand,” he added.

According to the release, the event also underscored the company’s commitment to investing in local experiences that celebrate Jamaican culture while strengthening its relationship with consumers.

“For Appleton Estate, Jamaica is more than our place of origin, it is our foundation, our inspiration and a key part of our identity,” Bell explained. “Investing in local experiences allows us to celebrate and give back to the communities that have shaped our success while creating meaningful opportunities for consumers to engage with the brand in an authentic way.”

“These experiences help foster cultural pride, strengthen local connections and ensure that our global success continues to be grounded in the people, traditions and vibrant spirit of Jamaica.”

Bell said one of the highlights of the evening was seeing guests interact and connect throughout the event.

“The most rewarding aspect has been seeing people genuinely connect and enjoy themselves,” he said. “From friends sharing laughs over a game to consumers discovering new ways to experience the brand, the energy throughout the evening was incredible. Watching guests embrace the atmosphere exactly as we envisioned it—relaxed, engaging and distinctly Appleton Estate, was extremely gratifying.”

According to the release, the strong response to the inaugural staging has prompted discussions about making the event a recurring experience.

“We are incredibly encouraged by the response to the first staging of Appleton Estate Games Night,” Bell noted. “The strong turnout and positive feedback demonstrate that consumers are seeking unique and interactive experiences that blend entertainment, community and premium hospitality.”

“The feedback, which is also shared by the team at Pepsi and Ocean Spray, has resulted in us now evaluating future plans. The success of this first event certainly gives us confidence to explore additional editions and opportunities to evolve the concept.”

Bell said Appleton Estate intends to continue creating immersive experiences centred on the craftsmanship, heritage and versatility of Jamaican rum.

“Appleton Estate remains committed to delivering innovative experiences that allow consumers to engage with the brand in deeper and more meaningful ways,” Bell said. “Moving forward, consumers can expect a continued focus on immersive events, premium tastings, cultural celebrations and experiences that highlight the craftsmanship, heritage and versatility of Appleton Estate Jamaica Rum. We will continue to explore creative platforms that bring people together while celebrating the authenticity, excellence and Jamaican spirit that define the Appleton Estate brand.”