Page 68 - IAADFS Summit 2023 Special Edition

INSIDER

Designed to evoke Appleton Estate’s story and craft, the Sangster Boutique echoes the rich history, passion for natural ingredients,
local provenance, and skill of Master Blender Joy Spence, with deep copper accents that reflect Appleton’s use of traditional copper
pot stills.

Campari opens world’s first Appleton Estate boutique in Montego
Bay, Jamaica as a stunning multi-sensorial experience

Campari Group has opened a Navigation through the space is via simple tap of the screen from their mobile
permanent Appleton Estate Jamaican rum a series of interactive touchpoints that device, the shopper can scan the front label
boutique at Sangster International Airport express the legend, craft and personality of of any bottle in-store to discover dynamic
in Montego Bay, Jamaica. The boutique, the island’s iconic rum. content about an age statement and the
prominently located near the entrance The central focus of the experience craft behind it. Individual characteristics
of the Dufry walk-in store, is Campari’s – both physically and digitally - is the and taste profiles of each of the aged rums
largest ever investment in global travel Appleton Estate Insignia, formed of five in the Appleton Estate portfolio and their
retail, and blends physical and digital national symbols of Jamaica all integral to journey from cane to cup is also enhanced
elements to create an omni-channel the Appleton Estate brand identity: Blue by narrative from the Appleton Estate
experience. Mahoe, the national tree of Jamaica; the Master Blender, Joy Spence.
Jamaica Flag; Doctor Birds, Jamaican
A sensorial journey hummingbirds, the country’s national bird; Campari - Dufry - Appleton
Travel Markets Insider, along with Buds of the Ackee fruit; and the Lignum Marco Cavagnera, Managing
other select media, was on-hand for the Vitae tree. Director of Global Strategic Travel Retail
opening of the boutique, which is located Brought to life as a 3D modernist at Campari Group, said, “We are thrilled
some 50 miles from the Appleton Estate copper sculpture in the center of the to open the Appleton Estate experience at
distillery, where Appleton Estate rum has space, Campari says the insignia is a Montego Bay Airport, just 50 miles from
been crafted since 1749. beacon for consumers, intriguing them to where our incredible rums are lovingly
The Appleton Estate boutique is discover more about the brand’s origin and crafted. It’s a perfect premium location to
the largest and most digitally advanced terroir. Its copper tones are echoed in the engage shoppers by showcasing every facet
activation in the brand’s history, engaging principal framework architecture of the of Appleton Estate; its rich history, passion
shoppers via a self-guided, immersive store, reflecting Appleton Estate’s use of for natural ingredients, local provenance,
journey, blending physical, multisensorial traditional copper pot stills. the skill of our Master Blender Joy Spence
and digital designed to engage shoppers The insignia is also the starting point and the versatility of the award-winning
and create a memorable brand experience. for the interactive experience. With a portfolio created under her guidance,

Summit of the Americas April 2023 68