Developed around the theme “The Exceptional Spirit”, the new website brings together the maker’s world and Appleton Estate’s heritage with the drinker’s world. It features four main sections: The Spirits, The Place, The Experience and The Community.

The Spirits focuses on the brands in the Appleton Estate range and includes information and detailed tasting notes on each of the expressions in the range.

The Place focuses on the history and heritage and Appleton’s ‘Seven Elements of Distinction’ including the terroir of the region, the copper pot stills, and the brand’s legacy of blending.

The Experience features bars around the world where the products are available. This section also features recipes and bar code technology which allows visitors to download recipes directly to their smart phones.

Peter Hottmann, global consumer marketing manager is particularly excited about ‘The Community’ section of the website. He said: “Our Community page allows our consumers and brand ambassadors to interact with the brand through various social media. Visitors to the website can submit their own cocktail recipes and recommend bars.”

The brand will also make use of social media sites.