Page 71 - IAADFS Summit 2023 Special Edition

INSIDER

markets,” says Cavagnera.
“Travel retail -- being the most
sophisticated retail environment in the
world -- can do it at the very highest scale.”

Brand refresh 2020
As part of the premiumization of the
brand, Appleton Estate relaunched in April
2020 with a reimagined bottle and label
as well as the release of the new Appleton
Estate 8-Year-Old Reserve. Just like in
the Appleton Estate boutique in Montego
Bay, the centerpiece of the new label is
the Appleton Estate Jamaica Insignia.
The refreshed label also features Master
Blender Joy Spence’s signature, which the
company says is the definitive badge of
quality, credibility and authenticity.
“When we took over the brand we
had a very iconic bottle. It was a bold Appleton Estate refreshed its bottle and labels in 2020 to premiumize the brand.
move to touch the bottle, but we realized
that although it was iconic it needed to be
refreshed. It has been very well received
and gives a much more premium image to “Last year we made some very Natural Banana Flavor.
the traveler. We have improved the shelf strategic acquisitions, the most important “The Picon acquisition accomplished
presence of the bottle,” says Dubau. being Wilderness Trail Distillery, the two objectives. It reinforces our presence
The brand refresh follows the 2018 bourbon that we acquired in the U.S. It is in France, as it is a brand that has a strong
$7.2 million renovation of the Appleton not so well-known outside the U.S., but is presence in France and Belgium. It is also
Estate visitor center, which was renamed a very important acquisition for us, because a strategic acquisition because it comes in
the Joy Spence Appleton Estate Rum it comes with a lot of knowledge of the a drink that is Picon and bitter, which fits in
Experience. bourbon category. It will be an important our strategy in the aperitif segment.”
brand for our premiumization of our Howler Head launched nationally in
Strategic Acquisitions bourbon portfolio.” the U.S. in 2021, and in its first full year
Campari Group also made a few Campari Group also purchased French of operations, sold over 50,000 9L cases
important acquisitions in 2022, which bittersweet aperitif Picon last year, as primary to the U.S. and Canada markets
Dubau says is part of Campari Group’s well as a minority stake in Howler Head only.
premiumization strategy. Kentucky Straight Bourbon Whiskey with

Montego Bay, Jamaica’s Sangster
International Airport (SIA), operated by
MBJ Airports Limited (MBJ) officially
opened its newly Expanded Departures
Area in December 2022.
The redevelopment of the 4,000m2
departures area included the 1,300 m2
walkthrough Duty Free store operated by
Dufry at the entrance to the departures
retail area.
This strategic design created a
functional and effective layout of the entire
retail program and provides clear sightlines
and footfall to the broader retail offering.
Planning for the Departures Expansion
commenced in 2017. This included hiring
consultants, Pragma to provide expertise in
Airport Space & Category Mix Planning
and The Design Solution (TDS) to provide strategy and design services for the instrumental in the redevelopment of the
support the airport’s commercial planning airport retail. Both Pragma and TDS were retail program.

71 April 2023 Summit of the Americas