Appleton Estate rum is hoping to heighten awareness of rum as an after-dinner sipping spirit by targeting more of its training at sommeliers and the hotel industry this year.

It is also launching a new website – www.rumroyalty.com – which will carry updates on Appleton’s annual Bartender Challenge, a brand ambassador’s blog with information on the range, plus an opportunity for bartenders to swap recipes and ideas.

The website will also include coverage of the new Appleton Estate Bartender’s Panel, which will gather top rum fans from the trade for regular discussions around the country.

News item from Imbibe.com, 04-02-2010