Appleton Estate rum tours with Flourish

Appleton Estate Jamaican Rum is working with brand experience agency Flourish to bring its #DiscoverRum campaign to life at festivals and events this summer.

Appleton Estate tasked Flourish with engaging consumers across the UK with master-classes, tastings and brand ambassador sessions. In answer to the brief, Flourish has created the Rum Bus, a mobile bar aboard a 1960s Bedford bus in the style of the Jamaican Omnibus Series, Kingston’s legendary bus service.

The Rum Bus features tasting tables, booths and a hand-crafted bar designed to serve drinks both in and outside the vehicle. Hand-riveted joints and a rolled aluminium top give the bus an entirely authentic look and feel, as does the interior décor including vintage table lamps and suitcases.

The activity kicked off this weekend at Lounge on the Farm festival in Devon. From there it moves on to a range of other festivals and events throughout August, including London Cocktail Week and the Foodies Festivals at both Edinburgh and Battersea. There will also be an exclusive Rum Bus event at Shoreditch’s Red Gallery Market this Thursday (August 1st).

Flourish creative director Guy Tremlett commented: “The chance to work alongside a luxury brand with a long and distinguished history presented many opportunities for us. We’re excited by the Rum Bus concept and believe it’s an authentic, effective way of introducing people to the Appleton brand and it’s fabulous products.”

The experiential activity is supported by a PR campaign from Cutlass Communications and a social media push by digital agency Silver Chair, encouraging fans of the brand to post an image of their favourite discovery tagged with #DiscoverRum. One lucky entrant will win a visit from the Rum Bus, and Appleton Estate is also offering the chance to win tickets to the launch event to followers of its @AppletonEstate Twitter feed.