Campari Group Global Travel Retail (GTR) has unveiled a refreshed, elevated Appleton Estate boutique experience at Sangster International Airport in Montego Bay, Jamaica.
Designed to immerse travelers in the story of one of Jamaica’s most iconic rums, the boutique reflects the brand’s mission to lead the premium dark rum category through craft, provenance, and exclusivity, says the company.
As the second continuously-producing rum distillery in the world – founded in 1749 – Appleton Estate has shaped the identity of Jamaican rum for over 275 years. At its helm is Joy Spence, the world’s first female Master Distiller.
Located just 50 miles from the Appleton Estate distillery, the Sangster International Airport boutique blends striking visuals, Jamaican craft elements, and digital touchpoints to create a sense of place designed to mirror the lush Nassau Valley home of Appleton Estate rum.
Biancamaria Sansone, Campari Group Global Travel Retail Marketing and Channel and Customer Marketing Director, commented: “Inspired by the landscape and traditions of where our rums are crafted, the Appleton Estate Montego Bay Boutique brings together provenance, craftsmanship, and innovation in a way that is both authentic and commercially impactful. Travel retail is instrumental in driving our rum premiumization strategy globally, and this boutique demonstrates how experience-led retail can deepen brand connection and inspire shoppers to explore and trade up within our portfolio.”
The boutique is divided into zones, each of which is designed to spark curiosity and deepen appreciation for Appleton Estate’s premium dark rum. A dedicated Premium Wall Bay showcases the brand’s most prestigious expressions and will play host to upcoming exclusives – including a rare Appleton Estate introduction and limited-time offer launching later this year. It will also serve as the home for a travel-exclusive edition planned for 2026.
At the central tasting bar, travelers can explore sensorial experiences led by trained brand ambassadors. The surrounding gondolas feature travel retail exclusives and special seasonal offers.
A curated “Jamaican Favorites” area highlights Campari Group’s broader island portfolio. This includes the new Wray & Nephew 200th Anniversary limited-edition collection, launched in July with three label designs – yellow, green, and black. The black and green labels are available exclusively in global travel retail.
Travelers can scan QR codes in-store to unlock exclusive content about each Appleton Estate expression using their smartphone.
To support the boutique refresh, Campari Group has partnered with Avolta on a 360° digital campaign live throughout July. The campaign spans Avolta’s social channels, Reserve & Collect platform, app, loyalty programs, and programmatic advertising. Club Avolta members will also receive a complimentary branded keychain with any Appleton Estate bottle purchase, which can be engraved on-site.
David de Miguel, Global Head of Liquor at Avolta, commented: “We are pleased to partner with Campari Group to bring this elevated Appleton Estate space to Sangster International Airport. It’s a great example of our global strategy to create retail experiences that reflect the true spirit of a place. Just miles from where Appleton Estate is crafted, this space captures the essence of Jamaica; its heritage, flavor, and creativity and brings it to life for travelers in a meaningful, memorable way.”
Shane Munroe, Chief Executive Officer, MBJ Airports Limited, operators of Sangster International Airport, commented: “It is a pleasure to have this flagship Appleton Estate boutique in the airport for travelers to enjoy, which so beautifully captures the authenticity and culture of Jamaica. The boutique is especially significant as the first experience post-security in the departures journey – an area we have dedicated to showcasing natural Jamaica and its rich heritage. For passengers who may not have visited the distillery itself, this space offers a memorable and multi-sensory introduction to one of our island’s most iconic brands.”
