Campari Group has opened a permanent Appleton Estate Jamaican rum boutique at Sangster International Airport in Montego Bay, Jamaica. The boutique, prominently located near the entrance of the Dufry walk-in store, is Campari’s largest ever investment in global travel retail, and blends physical and digital elements to create an omni-channel experience.
A sensorial journey
Travel Markets Insider, along with other select media, was on-hand for the opening of the boutique, which is located some 50 miles from the Appleton Estate distillery, where Appleton Estate rum has been crafted since 1749.
The Appleton Estate boutique is the largest and most digitally advanced activation in the brand’s history, engaging shoppers via a self-guided, immersive journey, blending physical, multi-sensorial and digital designed to engage shoppers and create a memorable brand experience.
Navigation through the space is via a series of interactive touch-points that express the legend, craft and personality of the island’s iconic rum.
The central focus of the experience – both physically and digitally – is the Appleton Estate Insignia, formed of five national symbols of Jamaica all integral to the Appleton Estate brand identity: Blue Mahoe, the national tree of Jamaica; the Jamaica Flag; Doctor Birds, Jamaican hummingbirds, the country’s national bird; Buds of the Ackee fruit; and the Lignum Vitae tree.
Brought to life as a 3D modernist copper sculpture in the center of the space, Campari says the insignia is a 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 also the starting point for the interactive experience. With a simple tap of the screen from their mobile device, the shopper can scan the front label of any bottle in-store to discover dynamic content about an age statement and the craft behind it. Individual characteristics and taste profiles of each of the aged rums in the Appleton Estate portfolio and their journey from cane to cup is also enhanced by narrative from the Appleton Estate Master Blender, Joy Spence.
Campari – Dufry – Appleton
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 omni-channel 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.”
Enrique Urioste, the newly named President & CEO LATAM & Caribbean at Dufry, said in his remarks: “We together with the airport authorities recognized the potential of this airport, and the need to have a store like this. And a store like this in Jamaica would not exist without Appleton Estate.
“We are convinced that this is the beginning of a very long and successful journey, not only in this airport, but in many other locations, with Campari.”
A series of unique experiences
In store the shopper’s journey incorporates a series of interactive and multi-sensorial chapters in the brand experience:
A 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 patterns of shifting lighting that fill the large circular ceiling with spatial surround-sound, designed to create deeper integration of the digital and physical experience.
At the 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.
The latest Appleton Estate release, Ruby Anniversary Edition, is a key feature of the space with a dedicated allocation of this limited time edition available at the Sangster boutique. Appleton Estate Ruby Anniversary edition comprises a blend of five rare rums, each aged for a minimum of 35 years.
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. The shopper can then sign-up for the Appleton Estate e-mail newsletter.
The guided taste experience encourages shoppers to discover 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. The gift recipients are able to discover more about their gift and encouraged to share on their social media.