Appleton Estate tour gets US$7.2m upgrade
Gruppo Campari has revealed plans to invest US$7.2 million to upgrade and renovate its Appleton Estate Rum Tour in St. Elizabeth, Jamaica.
The expansion of Appleton Estate’s visitor centre will create more job opportunities for those living in rural areasThe expansion of its visitor centre will provide “a unique visitor experience” and create more job opportunities for those living in rural areas as well as increase the number of tourists to the island, the firm claims.
The investment could also see the Appleton Estate Rum Tour become “one of the largest tourist attractions” on the south coast, according to the Jamaica Observer.
The work includes the renovation of the existing facility, the addition of modern rooms to facilitate rum tastings, an expansive retail store, and a restaurant and lounge offering Appleton-infused Jamaica cuisine.
Gruppo Campari is also looking to revive a rail service for the tour by 2017 – which ceased operations in the 1990s – so that the number of visitors can be tripled.
Furthermore, the group is also looking at plans to offer a small-scale hotel in the future.
The upgrading of the facility and its expansion by another 25,000 square feet is expected to be complete by October 2017.
In August last year, Appleton Estate rum introduced its From Jamaica With Love marketing campaign to the UK.
