March 9 2023  |  Spirits & Tobacco

Appleton Estate opens boutique at Sangster Airport in Montego Bay

By GTR Magazine Staff

The Appleton Estate boutique is located within the Dufry store at Sangster International Airport

Campari Group Global Travel Retail has opened a new permanent boutique experience for Appleton Estate Jamaica rum, located within the Dufry store at Sangster International Airport in Montego Bay.

"This celebration of Appleton Estate is the largest and most digitally advanced activation in the brand’s history, engaging shoppers via a self-guided, immersive journey, seamlessly blending physical, multisensorial and digital to create a delightful and unforgettable brand experience of one of Jamaica’s finest rums," notes a press release. "Navigation through the space is via a series of interactive touchpoints that express the legend, craft and personality of the island’s iconic rum."

The latest Appleton Estate release, Ruby Anniversary Edition, is a key feature of the space with a dedicated allocation of this limited-edition available at the Sangster boutique. It comprises a blend of five rare rums, each aged for a minimum of 35 years, chosen from the finest stock in Appleton Estate’s 200,000+ barrels.

"The central focus of the [store] experience is the distinctive Appleton Estate Insignia, formed of five national symbols of Jamaica all integral to the Appleton Estate brand identity. Brought to life as a stunning, 3D modernist copper sculpture in the centre of the space, it is an instant, inviting beacon for consumers, intriguing them to discover more about the brand’s origin and terroir. Its copper tones are echoed in the principal framework architecture of the store, reflecting Appleton Estate’s use of traditional copper pot stills."

The insignia is the starting point for the shopper’s interactive experience. "With instant image recognition from their mobile device, scanning the front label of any bottle in-store the shopper will discover dynamic content about an age statement and the craft and passion behind it, while the individual characteristics and taste profile of each of the aged rums in the Appleton Estate portfolio and their meticulous journey from cane to cup is also enhanced by narrative from the Appleton Estate Master Blender, Joy Spence."

Marco Cavagnera, Managing Director of Global Strategic Travel Retail at Campari Group said, “We are thrilled to open the Appleton Estate experience at Montego Bay Airport, just 50 miles from where our incredible rums are lovingly crafted. It’s a perfect premium location to engage shoppers by showcasing every facet of Appleton Estate; its rich history, passion for natural ingredients, local provenance, the skill of our Master Blender Joy Spence and the versatility of the award-winning portfolio created under her guidance, ensuring there is an Appleton Estate rum for any elevated occasion, from premium cocktail-making to sipping rums.

“Our goal is to prioritize the consumer experience of Appleton Estate, inviting travelers to discover this beautiful rum’s story and craft in an evocative way. This omnichannel approach blends the right balance of technology and face-to-face interaction, creating a highly connected experience enabling us to track engagement and improve our understanding and relationship with our consumers.”

Other interactive and multisensorial features of the boutique are:

  • A captivating film runs on a huge wall-sized digital screen, sharing the sights and sounds of each stage in the crafting of Appleton Estate, synchronized with stunning patterns of shifting lighting that fill the large circular ceiling with spatial surround-sound, creating deeper integration of the digital and physical experience.
  • At the vibrant bar, dedicated brand ambassadors are on hand for cocktail demos and guided tastings of the permanent portfolio available in-store: Appleton Estate Signature, Appleton Estate 8 Year Old Reserve, Appleton Estate 12 Year Old Rare Casks, Appleton Estate 15 Year Old Black River Casks, Appleton Estate 21 Year Old Nassau Valley Casks
  • Inspired by their tasting experience, shoppers can use their personalized digital Insignia guide on their mobile device to discover key serves and classic cocktails to make at home. This key moment drives sign-up to the Appleton Estate e-mail newsletter to deepen the brand’s relationship and communication with the shopper.
  • Inspired by their expertly guided taste experience, the shopper discovers the premium gifting quality of the range, including two levels of free personalization service on the Appleton Estate 15 Year Old and 21 Year Old. The Brand Ambassadors help shoppers create a personalized message via the digital platform, accessed via a QR-enabled neck hanger on the purchased bottle.

REGION International

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