Lucire: News


November 27, 2015

Op–ed: Kiribati’s waking nightmare

Lucire staff/11.22

November 27, 2015

Rt Hon John Key, MP, Prime Minister
Hon Bill English, MP, Deputy Prime Minister
Parliament Buildings
New Zealand

Dear John and Bill,

I’m having a nightmare. I want to tell you guys about it—to tell you to wake me up; shake me if you have to. Scream me awake, and when I am, I want you to tell me it’s not as bad as it seems.
   I’ve landed in Tarawa, Kiribati, where news from New Zealand awaited me that John has declared his faith that climate change can be addressed with technology—scientists have told him the technology isn’t far off.
   At an official dinner, people look at me as though I have some glorious technology news to pass on. I don’t. I went to bed that evening feeling hollow; figures screaming through my head, the voice of that pesky Jim Salinger uttering the most terrifying words I’ve heard in many years: ‘The world has now entered abrupt climate change.’ You know Jim right, the guy with the Nobel Peace Prize? Gosh, I wish he would shut up with all that sense he talks.
   In the same nightmare I wake the next day to be told that 90 per cent of drinking water wells have been contaminated with E. coli, that the crops at vital plantations are no longer growing due to saltwater poisoning the ground. That lagoons which once fed villages have become infested with E. coli, killing a large bounty of marine life. That the ocean-warming and acidification has killed a majority of the coral atoll that forms the very ground I’m stood on. It’s like a really bad apocalypse video game—I’m anxious that zombies are going to duck out from behind the door. I look around at homes whose front doors the ocean now laps, at dead fruit trees once laden with produce killed by the salt seeping into the soil. I’m failing to see what Tony Abbott found so comical about this situation.
   In this nightmare I wonder what kind of technology could possibly solve this. I then remind myself of John’s track record of absolute reliability, and I feel comforted. The law can’t solve this. I mean, even if it could and there were laws to protect these people, there are no lawyers, and they’d be unaffordable for these people if there were. So, technology must be the saving grace.
   I visited the hospital to witness first-hand what an infant mortality rate 10 times that of New Zealand’s looks like. Have you ever seen such a thing? It’s completely shocking; it hit me with a force a hundred times that of any image of a child lying washed up on a shore a world away. I tried to fight back the tears, and the numbing coldness that consumed my body. I tried not to vomit—but later in the privacy of my room I did find solace in a Fiji Airways sick bag. I sat there and waited for the moment I’d be shaken awake. I desperately wanted John to ride in and tell me that the threat of climate migration is many years off and not something to be worried about. I wanted Bill to sit down and tell me that none of it was real, and the sea levels were not rising.
   John, could you go tell that mate of yours Obama to stop being a bloody alarmist; that according to Bill, there’s no proof Alaskan villages are vanishing into the ocean. That entire nations are not facing forced-extinction from the ocean swallowing them alive. You go tell that puffed-up American know-it-all that he’s alarming the masses, causing me nightmares and unwanted anxiety.
   Bill, could you go tell all those apparently credible scientists who’ve won those fancy awards, that 2015 is not the hottest year in history and they’re just plain wrong. Round them up with Malcolm across the ditch (because they give him a hard time as well) and be done with them. Bully them into submission a bit harder. Just shut them up.

Thanks in advance,



I imagined the response coming back something a little like this.

Dear Pearl,

You are far too much of a pretty wee thing to be travelling to such far-flung and irrelevant places like Kiribati in your nightmares; to spend time worrying about such things. Why don’t you pay heed to the advice I gave Keisha Castle-Hughes: try visiting the salon for a bad blow-dry instead?
   Don’t worry about other people. By the time New Zealand starts feeling the full effect of climate change we’ll have the technology available to deal with it.
   I’ve also got Malcolm under control—he’s going to share Nauru so we’ve got somewhere to put all those helpless fellow human beings in the Pacific fleeing the rising sea-levels and food shortages. The ones who think they’re right to turn to us for help. I’m going to stop the boats.
   Meanwhile, the Kardashians have a new season, vote for the fern, and use our new buzz word: technology.
   In the meantime, here’s a Live Lokai bracelet. Hold on to it, because before long the Dead Sea and Everest will be things for the history books.

Merry Christmas,



That’s kind of how this piece came about. I thought I’d write a wee letter. The problem is, the more I wrote and decried the blind buying-in of the latest spin to come out of the ninth floor, the more ridiculous it felt, and the more scared I became in turn. If I’m completely honest, the realization that many—possibly even some reading this piece—didn’t know how absurd the spin had become, worried me to the point of physical sickness. Thanks again Fiji Airways, your sick bags are truly first-class.
   I’m writing this from Kiribati. I’m fully awake. I’m awake in a nightmare. I went to the hospital. I waded through water at high-tide to cross the road infested with human fæces to get there before what they call the ‘morgue’ closed. In a bag at the other end of the room was a pile of clothes and a pair of trainers I never want to see again. I was going to turf them out, but a young woman tasked with showing me around asked if she could have them, since for her wading through the stench of death and fæces was an everyday reality.
   Don’t get me wrong, Kiribati is absolutely beautiful and if it weren’t for the damage wreaked by rising sea levels and climate change, I would focus only on its beauty, but the reality is these threats make the situation people face here far from idyllic. It’s a dire situation, it’s a nightmare.
   A real-life nightmare, there is no amount of shaking that can wake me; though shaking I am, believe me. Shaking from incredulity at the sheer scale of the situation. The problem is I’m not the who needs to be screamed awake. That’s right: if you have ever for one moment entertained the illusion that sea-levels are not rising; that climate change is not the single biggest threat facing humanity; that you can carry on shirking the responsibility to aid in the fight for human survival and dignity, you need to be screamed awake. Will the humanity in you please wake up?
   I’m not saying this with any political leaning. I believe that most of our politicians are drastically failing us all. Who knows what will happen if we leave this to them. I mean, half of those reading this may freak out at the thought of the Green Party controlling the economy, but don’t blink an eyelid at them leading on the issue defined as ‘the single greatest threat to mankind’ by every serious world leader. Why is that? How will the economy exist without our planet?
   Climate change is no longer some far-off theory or problem. It is happening right here and widely through our Pacific backyard. Right now. As you read this climate change is already disrupting our agriculture and ecosystems, our food and water security, our energy, our infrastructure, our health, our safety. Today. Tomorrow. Some more than others but make no mistake it is happening to all of us. It is the issue. An issue that affects all issues, economic included. Everything is and will be impacted. And it becomes more damning with each passing year.
   This matter is far too important to be surrendered to the political domain. This is about humanity. If you think the devastation wreaked by ISIS is as bad as it gets, then please contemplate Mother Nature.
   If the images of parents putting their children into boats because the water was safer than the land left you reeling, then please consider that in the not-too-distant future this will become a reality for many small island states; that many nations in the Pacific will not survive the two-degree cap that Paris is gearing up to gain commitment for in the coming week. They will have to put their children into boats because the water is safer than the land. We have already signed them up for that, and every moment that each of us stands by maintaining the status quo we sign them up for worse—exponentially.
   They will have to flee their homes, forced to migrate due to the lack of food security. Rising sea-levels, along with drastic weather disturbances will make a boat safer than their homes, and these boats will head for our shores.
   Despite this cold hard reality our leaders head into Paris in support of watering a climate agreement down. There’s talk of steps to make the agreement not legally binding. Not many would agree to a marriage or business deal on such terms, I wonder why we are willing to let them negotiate humankind’s survival on such flippant terms.
   During the explosion of the refugee crisis into mainstream media we witnessed both the most hopeful and depraved responses to others’ suffering. I couldn’t help but wonder about the rationale for stopping the boats, for refusing the asylum and migration of those most in need—those least at fault in the destruction of our ecologies, but who will continue to pay the highest price. What possible excuse will we give to keep them out? Do we convince ourselves they’re all terrorists, rapists and murderers to render them exempt from the right to our sympathies, to human dignity? It’s a sad state of affairs that anyone would have to wonder such a thing.
   Leading into the sustainable development goals, New Zealand took a step towards supporting the Pacific, coming out strong and vocal on Sustainable Development Goal 14 (SDG14), which focuses on the conservation and sustainable use of ocean, sea and marine resources. This focus was well warranted, and an open acknowledgement of our responsibility within the region, and our understanding of how many lives depend on the ocean ecologies. I was proud to stand in the General Assembly and hear John Key announce the Kermadec Ocean Sanctuary. It was an important step, but we must be clear that it was but one step in the marathon of steps we need to build a better world.
   In the words of Jim Salinger and virtually every other expert of climate science in the world, the world has entered abrupt climate change. We have already reached tipping-points we cannot mitigate. We are already signed up for things that are going to drastically change life as we know it, this is a cold hard fact. The question that remains now is whether we can summon the courage to turn around and fight for survival. Life is already going to change; but whether we tumble over yet more tipping-points points and the scale of the consequences we face from them is up to us. Sometimes we have little option but to wake ourselves up.
   We have a choice. We can surrender that choice to those who hold offices of power, or we can take that choice into our own consideration. Some say the whole endeavour to pull back from this is hopeless. I’m not willing to accept that. I simply refuse to stand by and let life go without a fight.
   John Key used very interesting rhetoric this week. He used the word ‘faith’. He is placing his faith in technology. Instead I am going to place my faith in humankind—the creators of technology. I am going to place my faith in our ability to comprehend the magnitude of what we face, and choose survival. I ask you to join not just myself, but others around the world in doing so. We still have a fighting chance to make things better. They won’t get better unless we take action and inspire others to do the same. No one is without power: everybody has the capacity to take a few steps.
   I’ve written this for those who know how to challenge the status quo intelligently. The doers, the thinkers, the problem-solvers. I’m not asking anyone to climb something or break laws, just that each person reading this ponders for a minute about how they can contribute, what steps they can take.
   So as we lead into the COP21 talks, billed as a defining moment in human history, at a time when recent events have given us ample reason to desert our faith in our own kind, I encourage every single person reading this to ask themselves what they can do to take action. This weekend millions of citizens around the world are exercising their rights, their freedoms, using their voices and taking to the streets to send world leaders an imperative to act and take meaningful action.
   Mark my words: a decade or possibly two from now it won’t be the Rugby World Cup final you remember with pride. What will be etched in your memory is whether you answered humanity’s call for survival, whether you were one of those who actually did something. Sometimes that something is simply the act of showing up to show solidarity with humankind. In Paris where world leaders have gathered there can be no march, because the worst of humanity put on a display that has left millions of innocent people terrorized. So in the coming week I will be keeping my eyes firmly on Paris, I am marching, I am lending my effort to reinforce the very best in humanity, because if there’s one thing the world needs right now, it’s more of the good.
   It’s only so big, it goes around and we are all on it—Earth. I believe it’s worth saving, do you?—Pearl Going

Disruption, excerpt: ‘Tipping Points’ from Disruption on Vimeo

Above Kiribati President Anote Tong with his TED discussion, ‘My country will be underwater soon—unless we work together’. Click above to watch.

Guest contributor Pearl Going is a global communications’ strategist who has worked broadly across entertainment, human rights and environmental issues. Her most recent work includes the Mercy Campaign, Rohingya Slavery and SIDS. She is an avid climber and has climbed five of the seven summits.

November 3, 2015

Karl Lagerfeld to be awarded Outstanding Achievement Award at 2015 British Fashion Awards

Lucire staff/11.34

As with previous years, the British Fashion Council has announced its Outstanding Achievement Award winner at the British Fashion Awards before the big night: Karl Lagerfeld will receive the award on November 23 at the Coliseum in London.
   The Council notes that Lagerfeld’s contribution is ‘unrivalled’: ‘For over fifty years Karl Lagerfeld has remained a formidable force in the fashion industry and has taken the helm of numerous iconic houses—including Chloé and Fendi. His eye for detail has proved transferable, juggling successful careers as photographer, publisher and art director alongside his numerous design undertakings.’
   It credits Lagerfeld for turning Chanel into a ‘global superbrand’, redefining fashion advertising and establishing how a brand can be revived.
   Previous winners included Alexander McQueen (posthumously), Sir Paul Smith, Manolo Blahnik, Terry and Tricia Jones, and Anna Wintour.
   Natalie Massenet, chairman of the Council, stated, ‘Karl Lagerfeld defines outstanding. He is the champion of excellence, the master of the exceptional and one of the most iconic figures globally from our industry. His life’s work for his own and so many extraordinary brands has written the language of fashion. He is the ultimate visionary and we celebrate not only the decades already passed but those yet to happen. In Karl’s hands the future of fashion will be an exceptional one.’
   This year’s sponsors include MAC, Toni & Guy, Marks & Spencer, Mercedes-Benz and St Martin’s Lane Hotel.

October 10, 2015

Mellerio creates high jewellery for Lancôme’s exclusive 80th anniversary La vie est belle extrait de parfum

Lucire staff/5.01

The Lancôme brand started in perfumes before branching out into the wide range of skin care and cosmetics, but now Mellerio dits Meller has taken it as an inspiration to create high jewellery.
   The famed jeweller, founded in 1613, has created a design to adorn 80 flasks of the limited-edition La vie est belle extrait de parfum that celebrate Lancôme’s 80th anniversary.
   After designing the first, it now has to replicate it another 79 times, a task that it believes it is unlikely to have undertaken before.
   Mellerio explains that it paid special tribute to Lancôme founder Armand Petitjean, who personally created numerous beauty accessories between the 1920s and 1940s, including beauty boxes, lipsticks and powder cases. In the Lancôme archives are drawings featuring a rock crystal cream jar inlaid with precious stones, dating back to the 1850s.
   ‘Mellerio reinterpreted the wings of liberty, the organza bow draped around the neck of the bottle “La vie est belle”, to create a pink gold coated silver piece (vermeil). Several wings are pierced, others are chiselled, inspired from a motif found in Lancôme’s archives, and the final ones are polished with the “mirror” technique, one of the three traditional metal treatment processes, used in jewellery. This ornament highlights the sublime glass smile dreamt up by Armand Petitjean and created in 2012 for “La Vie est belle”, using the latest glass-making techniques,’ it noted in a release.
   The 80 flasks will be sold worldwide, with six bottles in France at the Printemps Haussmann from November 5.

October 1, 2015

Ikea extends itself into fashion: you read it here first last year

Lucire staff/23.16


September 29’s Ikea Fashion Show at Moda di Milano (hashtagged both #IKEAfashion and #IKEAtemporary) showcased work from two designers who collaborated with the Swedish-founded furniture conglomerate.
   ‘With a number of new collections that have been developed in collaboration with fashion designers, Ikea is stepping into new territory—one from which we can learn a lot,’ according to the company.
   Giltig by Katie Eary and Svärtan by Martin Bergström will see their collections retailed in 2016, but they received a boost in profile thanks to their appearance at one of the top fashion weeks in the world.
   For us, the first thing that came to mind when seeing Ikea fashion was Stefan Engeseth’s (below right) prediction, published in Lucire first last year, and later in, the Daily Mail, The Guardian and Flare, plus a number of newspapers and news websites: that fashion should be Ikea’s next industry.
   At the time, Ikea had no such plans officially, but it isn’t surprising to see another one of Engeseth’s predictions come true. He came up with the idea of Coca-Cola being served through taps at home before Coke itself actually trialled that idea, plus another, over 15 years ago, on how cellphones could connect two strangers, albeit not through an app.
   We wrote: ‘Engeseth says that Ikea’s expertise lends itself easily to the world of apparel …
   ‘He believes that fashion is in a repetitive cycle, stuck in history and needing renewal.
   ‘Ikea could offer both complete apparel items and composite parts that customers could assemble themselves, says Mr Engeseth. The parts could be “tailored” at home in inventive ways without the need for complex sewing.’
   Last year, Lucire publisher Jack Yan added, ‘This taps in to its existing fan base, and just as importantly, Ikea can make full use of its channels, outmanœuvring many existing fashion labels. Ikea has an international retail base and it has distribution down to a fine art.’
   When we asked him about the Ikea show in Milano yesterday, he had his reservations about some of the designs, but stated, ‘It’s good that Ikea takes its first step into fashion, and rewarding to see them developing the concept more now.’
   He was also buoyed by seeing that, after the show, Ikea’s official Twitter account went back to his blog post late last year about Ikea fashion, and “favourited” a Tweet about it. Engeseth even preempted the hashtag used back in 2014.
   There’s no sign that Ikea fashion will be in a composite format, ready for its customers to assemble, but Engeseth appears to have been right that the brand would extend itself into the new segment.

August 18, 2015

Fan Phenomena: James Bond gives 007 fans more; while Sugoi invites you to the world of Bill Murray

Jack Yan/12.09

In the year of a new James Bond movie, many books emerge. Invariably, there’ll be one on the films themselves, taking readers through the 50-plus years of the Eon Productions’ series, and, if it’s very comprehensive, the 1950s CBS TV version of Casino Royale, the 1967 spoof of the same name, and Never Say Never Again will rate more than a mention. There’ll be something about Ian Fleming, and another book on one aspect of the Bond world (gadgets, stunts, music, or something else). Seasoned Bond fans will think the circus is in town again, because the new book about the films adds little to their existing knowledge.
   Claire Hines’s Fan Phenomena: James Bond, from Intellect Books (£15·50, US$22, releasing November 15), is something different altogether: Bond from an academic and completely cultural viewpoint. Intellect is famous for its titles on popular culture and creative practice, with a rigorous academic bent, and Fan Phenomena: James Bond continues the series but takes the reader into the world of Ian Fleming’s super-spy.
   Hines serves as editor, and there are 11 very distinct contributions to her volume, dealing with everything from canonicity to 007’s appearance as ‘Ladykiller Jimmy’ in Alan Moore’s comics; Bond as a cult brand and cultural phenomenon to the clothes he wears; from the James Bond films through a feminist viewpoint to analyses of his masculinity and identity. Interspersed between these are four ‘Fan Appreciation’ sections, featuring an interview with über-fan and former Bond novel continuation author Raymond Benson, artist and collector Peter Lorenz, 007 Museum owner James Bond (who had his name legally changed by deed poll) and cross-players CousinCecily and Winter.
   Even the most seasoned Bond fan might not have considered the impact of the character, books and films, and the book fulfils a very important role: it gives them something new. William Proctor’s analysis of continuity gets the book off to a healthy start after Hines’s introduction, though typographically it suffers: the type is inexplicably small, though the layout is modern and the visuals help lift things. Getting Raymond Benson in there early on also helps position Fan Phenomena: James Bond as a book for the cognoscenti as well as those who want an academic examination, and Benson reveals a little more behind the scenes of his years as the official continuation author.
   Matthew Freeman, in considering the many media in which Bond occupies, including the gaming world, shows just how the phenomenon breaks the established rules and succeeds, while Jesús Jiménez-Varea and Antonio Pineda’s chapter on Moore’s comics is bound to take many fans into uncharted territory. Joshua Wille’s chapter on fan edits does the same: while many know about ABC-TV’s cutting of On Her Majesty’s Secret Service when it aired on US TV, but there are numerous fan edits made in the digital era that had this author hunting the forums.
   Artist Peter Lorenz’s Bond film posters are stunning and present a nice visual break before Lucy Bolton’s chapter analysing the phenomenology of Bond. Bolton’s piece is perhaps closest to those Bond “collectable” books that come out with the films as she analysed the films from Dr No to Skyfall, and fans may have their own interpretations of their cultural significance through the years. Editor Hines’s own chapter looks at Bond as cult brand, and is fascinating in her study of the 1960s Eon films. Hines reconciles how cult and mainstream come together with the Bond series, successfully. Lisa Funnell gives Bond a feminist slant and the enjoyment she derives as an assistant professor teaching women’s studies.
   Stephanie Jones looks at the Bond lifestyle but primarily through the analysis of one work, The Complete James Bond Lifestyle Seminar, which she reveals is relatively light on Bond references, leading to a less satisfying chapter—though it could hardly be blamed on Jones. Llewella Burton’s chapter on Bond and fashion, and how it became a style through the rise of merchandising as the movies became blockbusters with Goldfinger is punctuated by photos from Galeries Lafayette as it opened a James Bond boutique in 1965, again gold dust for Bond fans. Karen Brooks’s and Lisa Hill’s chapter analyses the new and old masculinities through the three Daniel Craig films of 2006, 2008 and 2012.
   Crossplayers CousinCecily and Winter talk about their love of James Bond and Q, leading neatly on the final chapter by Elizabeth J. Nielsen, which deals with Bond’s homoerotic moments and subtexts. She traces them to Fleming himself in the torture scene in Casino Royale, before covering the flirting between Bond and the new Q in Skyfall, which itself has a phenomenon, attracting both women and the LGBTQ community.
   This is a volume for the intelligent Bond fan, someone who appreciates learning about the impact of Ian Fleming’s creation. Of course the films are covered more, as it was through them that Bond became a global phenomenon. The reader walks away having been better informed: this is not a Bond book for the light reader who wants reassurance of the facts they already know, but one which gives them something more satisfying to consider.

Top A scene from What About Bob?, by Jon Boam. Centre Lost in Translation, by Grace Danico. Above Lost in Translation, by Henry Kaye.

On a briefer note, but still tied with film, Sugoi Books has released an A5 book called Cook Your Own Food: a Bill Murray Scratch and Sniff, retailing at £6. There are 20 pp., with 10 smells, with some stunning illustrations, with artists reinterpreting key moments from Murray’s films, focusing on his culinary habits. ‘Scratch the smelly pads at the top right and enter the world of Bill Murray,’ the publisher asks, and you are spoiled with scenes from Lost in Translation, Caddyshack, Groundhog Day, What About Bob?, The Life Aquatic with Steve Zissou and others. For £6, the illustrations are so good it doesn’t even matter if you have a poor sense of smell.—Jack Yan, Publisher

August 12, 2015

Norell New York launches, with Riley Keough fronting Michael Avedon-shot campaign

Lucire staff/15.13

Norell New York, named for the famed American fashion designer Norman Norell, will be hitting Bergdorf Goodman in New York and Neiman-Marcus throughout the US this month with a range headlined by a limited-edition parfum with a hand-crafted bottle by Baccarat priced at US$1,500.
   The 50 ml parfum is joined by a 100 ml eau de parfum at US$150, a 189 g body cream at US$95, and a 240 ml body oil at US$80.
   Riley Keough fronts the campaign, created by Parlux Fragrances with ad agency Lloyd & Co., and photographed by Michael Avedoon.
   The choices of Keough and Avedon—the grandchildren of Elvis Presley and Richard Avedon respectively—are meant to celebrate both the legacy of Norell and the next generation of American influencers, says the company.
   ‘We wanted to unite Norell’s strong brand heritage with an elegance that is resolutely modern. Riley Keough and Michael Avedon … [are] both born from enduring legacies and both in command of unique talents for current times,’ said Doug Lloyd, founder and creative director for Lloyd & Co., in a release.
   The new floral fragrance has been created by IFF perfumer Céline Barel, with top notes of galbanum, bergamot, pear and mandarin, mid-notes of jasmine petals, peony, orchid and gardenia, and basenotes of the expensive orris butter, vetiver, sandalwood, vanilla and musk.
   Norell, whose career extended back to silent films, had dressed Marilyn Monroe, Jackie Kennedy and Lauren Bacall, and First Lady Michelle Obama donned a vintage dress of his design in 2010.

August 9, 2015

Footnote New Zealand Dance celebrates its 30th anniversary this August with première and events

Lucire staff/14.02

Above Footnote at its home at 125 Cuba Street.

Footnote New Zealand Dance celebrates its 30th anniversary this year, and on August 28–9, it will première 30Forward at the Wellington Opera House to mark the anniversary.
   The première will take place in Wellington, before heading to the Christchurch Arts Festival, Auckland’s Tempo Dance Festival, then to Gisborne, the Kokomai Creative Festival in Carterton, and the Tauranga Arts Festival.
   The production features highlights from past works, as curated by founding director Deirdre Tarrant, and a new commission from choreographer Malia Johnston.
   Footnote will begin its celebrations on August 21 with The Art of Footnote, at a venue on Cuba Street to be announced during August. This exhibition shows posters, programmes and concept designs from Footnote over the last three decades, and runs till August 30.
   A Pecha Kucha event at the Wellington City Gallery, focusing on the culture of movement (covering dance, music, visual art and performance) takes place on August 27. The Tarrant Dance Studios at 125 Cuba Street, Wellington welcomes visitors on August 29 to an open house, while the August 29 performance of 30Forward will be followed by a function.
   The Christchurch dates are August 31–September 1; Auckland on October 15 and 17; Gisborne on October 21; Carterton on October 24; and Tauranga on October 30.
   Tickets are on sale now—visit for ticketing information.

Above Rehearsing in 2012.

August 6, 2015

Sponsored video: Appleton Estate’s Jamaican tradition is assured

Lucire staff/15.07

The Caribbean is most closely associated with rum when it comes to alcohol, and Appleton Estate is arguably the brand that rum lovers will think of when Jamaica comes up. Now part of Campari, Appleton Estate’s history goes back to the dawn of rum itself, to 1655 when the British captured the islands from the Spanish.
   This 4,614 ha estate is the oldest sugar estate and distillery in the country that has been in continuous production, and the brand readily plays on its Jamaican heritage, especially in its latest spot that connects the island’s culture and spirit with the rum itself.
   In the Nassau Valley, from where Jamaica’s fruits and vegetables predominantly come, Appleton Estate began creating rum in 1749, and now has a range of three core types: the Signature Blend Jamaica Rum, the Reserve Blend Jamaica Rum and the Extra 12 Year Old Jamaica Rum. Two limited-edition luxury rums form the remainder of the range: the 21 Year Old Jamaica Rum and 50 Year Old Jamaica Rum—Jamaica Independence Reserve.
   They are known for their bold aromas and fruity notes, with the Reserve having an added complexity. The Independence Reserve, launched in 2012 to celebrate the 50th anniversary of the country’s independence, saw 800 bottles released worldwide, with an even more complex bouquet and intensity.
   The process is environmentally friendly today, with an emission-free boiler, a process to turn the filter press mud into fertilizer, and an extensive recycling programme in the Nassau Valley. Under the eye of Joy Spence, the first woman to hold the position of Master Blender in the spirits’ industry, Appleton Estate continues its Jamaican tradition, one which its current owner is keen to uphold, as can be seen in its latest spot.

Post sponsored by Appleton Estate

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