Campari Group’s Global Travel Retail division has opened a permanent, branded outlet for the group’s Appleton Estate rum portfolio in Jamaica.
The unit, at Sangster International Airport in Montego Bay, represents Campari’s biggest investment to date in the channel and is run in partnership with Dufry. Past security, passengers enter the Dufry walk-through store, which houses the store. As well as a video wall, the unit also features digital/QR-code activations that allow passengers to take a self-guided tour of Appleton Estate’s history and portfolio.
Campari’s Appleton Estate distillery is around 60km south of Montego Bay.
“It’s a perfect premium location to engage shoppers by showcasing every facet of Appleton Estate,” said GTR MD Marco Cavagnera. “Our goal is to prioritise the consumer experience by inviting travellers to discover this beautiful rum’s story and craft.”
Appleton Estate’s latest release, Ruby Anniversary Edition – a blend of five rums, each aged for a minimum of 35 years – is currently a focus, with a dedicated allocation of the limited-edition iteration available at the airport.
In results for the 12 months of 2022, reported last month, Campari posted a 16.4% lift in year-on-year sales, with its GTR operations up 81% thanks to the recovery of tourism.
Further coverage of Appleton Estate’s latest GTR activation, along with a look at Campari’s premiumisation plans, will feature in the next issue of Global Drinks Intel‘s monthly magazine.
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