Page 70 - IAADFS Summit 2023 Special Edition

INSIDER

Shoppers can scan the label of any bottle in-
store to discover dynamic content about an age
statement and the craft behind it.

with consumers across channels.”
Campari Group Brand Premiumization
Managing Director Jean-Jacques Dubau
says the Appleton Estate boutique is a
prime example of how Campari Group can
present its brands in memorable ways.
“Global Travel Retail is very
important and is the place where we can
shifting lighting that fill the large circular about their gift and encouraged to share on showcase our products in a very special
ceiling with spatial surround-sound, their social media. way,” says Dubau. “Today is the start of
designed to create deeper integration of the a very special year. Last year travel retail,
digital and physical experience. Premiumizing Campari and Appleton due to the rebound in traveling, grew very
At the bar, dedicated brand Estate strongly, contributing to the growth of
ambassadors are on hand for cocktail The Appleton Estate Boutique at Campari.
demos and guided tastings of the Sangster International Airport is just one “2023 is the year when we should be
permanent portfolio available in-store: way the Campari Group is premiumizing getting back to levels of 2019. Today is an
Appleton Estate Signature, Appleton Estate its portfolio of spirits brands, and engaging important milestone.”
8 Year Old Reserve, Appleton Estate 12 the consumer on multiple fronts. Campari Group’s revenue was $2.9
Year Old Rare Casks, Appleton Estate 15 “We are here to celebrate our biggest billion for FY2022, up 16% year-on-
Year Old Black River Casks, Appleton investment ever in the channel, an year. Its Global Travel Retail division
Estate 21 Year Old Nassau Valley Casks. investment in an Appleton Estate boutique, revenue soared almost 81%, led by strong
The latest Appleton Estate release, which signals from our side a strong performances from Aperol, Campari, The
Ruby Anniversary Edition, is a key feature belief in the travel retail category and Glen Grant and Grand Marnier.
of the space with a dedicated allocation of that the rum category has the potential to
this limited time edition available at the premiumize and play a key role in GTR,” From Shopper to Traveler
Sangster boutique. Appleton Estate Ruby says Cavagnera. “Appleton Estate can play Cavagnera says it is an essential
Anniversary edition comprises a blend of a key role in the premiumization strategy. part of Campari Group’s global travel
five rare rums, each aged for a minimum of It has all the credentials. It is a historic retail strategy to interact with travelers on
35 years. brand.” multiple steps along their journey.
Inspired by their tasting experience, Master Blender Joy Spence says “The strategy to move from ‘shopper
shoppers can use their personalized digital she has been waiting for the day when to traveler’ is the underlying force behind
Insignia guide on their mobile device to Appleton had its own boutique in Jamaica. the omni-channel opportunity that we want
discover key serves and classic cocktails “In my travels I would stop at all the to have. The ‘shopper’ has been a strategy
to make at home. The shopper can then rum boutique stores and I would say to focused on the on-premise retail of the
sign-up for the Appleton Estate e-mail myself ‘when will this ever happen with airports. While the ‘traveler’ is someone to
newsletter. Appleton one day?’ And here it is.” engage with in different touchpoints across
The guided taste experience Cavagnera says the boutique delivers a the travel journey from the moment he
encourages shoppers to discover two levels key sense of place and authenticity. books the flight, to when he starts traveling,
of free personalization service on the “The boutique is a way to convey he gets to the airport, and then to the
Appleton Estate 15 Year Old and 21 Year to travelers and consumers not just a on-premise of the airport where with our
Old. The Brand Ambassadors help shoppers unique experience, but a very authentic portfolio we can play a unique role in the
create a personalized message via the experience. Our real ability is to deliver growth of the spirits category.”
digital platform, accessed via a QR-enabled experiences to all of our consumers in an “My role is to create this engagement
neck hanger on the purchased bottle. The omni-channel way in all of the geographies across channels for the Group working
gift recipients are able to discover more that we operate in. This is a way to connect in collaboration with all teams in the

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