Gruppo Campari targets JFK with Appleton Estate push

Gruppo Campari has unveiled a new campaign for Appleton Estate rum inspired by the brand’s Jamaican heritage at New York’s JFK Airport.

Gruppo Campari lines up a travel retail campaign for its Appleton Estate rum at JFK Airport

Located in JFK Terminal 5, the activity presents a special delivery shipped from the Jamaica. The campaign welcomes shoppers to a ‘cargo station’ where they receive a ‘customs clearance form’ that shares key facts on Appleton Estate rums.

The campaign also includes a lounge bar in the style of a Jamaican Cockpit Country bar, which features a production guide and tasting map integrated into the tabletops.

Guided tastings are also provided across the Appleton Estate portfolio, including Appleton Estate Signature Blend, Appleton Reserve Blend, Appleton Rare Blend 12 Years and the Appleton Estate 21 Year Old.

Gruppo Campari Global Travel Retail marketing director Charles Roullet said: “This campaign expresses the unique 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!

“More seriously, 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 enhancing the credibility, consistency and appeal of the whole rum category.”