US. Gruppo Campari has joined forces with International Shoppes to present an Appleton Estate Rum activation at New York JFK Airport that aims to drive engagement and sales growth within the category.
The activation is the latest expression of the Appleton Estate Rum’s core global promotional theme of a ‘Special delivery from the heart of Jamaica’.
The large-scale promotion, held in the JetBlue-operated Terminal 5, welcomes shoppers to a ‘cargo station’ where they receive a brand-stamped ‘customs clearance form’ that shares facts about how Appleton Estate rums are created. The souvenir also authorises customers to visit the Jamaican Cockpit Country bar.
“The rum category needs to differentiate its offer with exceptional products backed by innovative activations that excite and delight the shopper” – Gruppo Campari Global Travel Retail Marketing Director Charles Roullet
International Shoppes President Scott Halpern added: “Terminal 5 offers a state-of-the-art passenger experience and it’s important that we offer passengers exciting and original brand presentations. We are delighted to host this colourful promotion by Appleton Estate, giving travellers an energetic, entertaining and memorable taste of Jamaica.”
The bar features table-top production guides and tasting maps. It also serves the signature cocktail, the Appleton Estate Jamaican Mule. The cocktail, prepared to order, combines Appleton Estate Signature Blend, squeezed lime wedges and ginger beer.
Guided tastings are also provided across the portfolio of Appleton premium rums. These include: Appleton Estate Signature Blend (a blend of 21 different aged rums); Appleton Reserve Blend (a blend of 15); Appleton Rare Blend 12 Years (aged for a minimum of 12 years); and the highlight – the Appleton Estate 21 Year Old (minimum aged 21 years).
The tastings enable shoppers to discover the complexity of the rums and learn about the traditional crafting process. The Appleton Estate boasts over 265 years of continuous production in Cockpit Country, in the heart of Jamaica. The area is one of only three places in the world with the quality of soil composition that enables growth of over ten varieties of sugar cane. Master Blender Joy Spence selects the barrels for each blend and Appleton Estate adopts the strictest ‘minimum age’ rum guidelines: the age statement, as in traditional whisky production, is solely determined by the youngest drop of rum inside the bottle.
Gruppo Campari Global Travel Retail Marketing Director Charles Roullet said: “This campaign expresses the strength of Appleton Estate to drive the category through our comprehensive and versatile premium golden rum portfolio.
“The rum category needs to differentiate its offer with exceptional products backed by innovative activations that excite and delight the shopper. Appleton Estate is very well positioned to do that, attracting existing rum consumers and drawing a new audience to the category.
“This new activation at JFK is a great way to share the Appleton Estate story; passengers have responded enthusiastically and it draws a smile from everyone who sees it. It’s designed to be a powerful driver of what we perceive as an under-developed category. In particular, the production process focuses on guaranteed minimum-aged liquid to deliver a higher level of quality. Thus it enhances the credibility, consistency and appeal of the whole rum category.”
Roullet continued: “This is the latest expression of the brand’s core global promotional theme of a ‘Special delivery from the heart of Jamaica’, characterising the Appleton Estate experience as an irresistible taste of Jamaican paradise wherever you travel. Each activation delivers a unique customer experience, further highlighting how original activities that surprise and delight the shopper can drive greater engagement and sales growth for the category.”
