“A dream come true” – Bringing Appleton Estate rum to life at Sangster International Airport

On the opportunity to roll out the boutique concept, Cavagnera said: “We will test and learn and see what elements we can replicate at a higher investment scale, so we can do it well in our priority geographies. We will need to see how that works but we have future boutique concepts at a different scale built into our three-year plan.”

At the launch event, Campari Group Global Brand Premiumisation Managing Director Jean-Jacques Dubau said: “It’s important for us as it’s the first Appleton Estate boutique at any airport, and it comes as travel is returning. We will test and learn the concept here in the brand’s home of Jamaica. It’s an opportunity to expose the brand to travellers mostly from North America but from Europe too.”

Speaking on behalf of airports company MBJ Airports, CEO Shane Munroe said: “A few years ago when we set out the vision for Sangster International Airport we created Sense of Place guidelines with a theme for each part of the arrivals and departures journey. We wanted to offer passengers an experience that is uniquely Jamaican at every step. This area [housing the Appleton Estate boutique] represents ‘natural Jamaica’ and one of the most natural elements is sugar cane. It is an integral part of Jamaican culture and heritage.

“The boutique is especially relevant as it’s the first experience post-security as you enter the departures retail area. The store elegantly showcases the country’s unique culture, and is an authentic taste of Jamaica. We hope it is unique, memorable and we salute Dufry and Campari.”

In a media briefing in Montego Bay, Campari Group executives also addressed the wider strategy for the premium rum business.

Cavagnera said: “In terms of geographical priority, North America and the Caribbean lead the agenda for us right now, and these will probably be the priority markets for the next two to three years. We are well established in New Zealand so that is also important. We are starting in Europe, but we need to give focus to the key geographies initially and grow from there.”

Assessing the role of travel retail exclusives in rum, Cavagnera added: “Innovation is important and exclusives can play a role in differentiating from other channels. There are question marks about how many travellers you can really appeal to with exclusives in a category that is not yet fully mature, and is different to whisky for example. It’s not our core focus at the beginning but we know this can be an important part of the profile of a brand in travel retail.”

On Campari Group’s wider premiumisation drive, Dubau said: “Through the enhancement of our portfolio over the years we find ourselves with a range of ultra-premium marques and those SKUs need a different way of selling, using story-telling, exposing consumers to the mastery behind these products. We are trying to do this in many markets and the first results are exciting. We care about value as opposed to volume growth alone and we can expose our brands to some very demanding consumers.”

Dubau also addressed how premiumisation differs in rum compared to other more established categories.

“Premiumisation is happening in rums but it’s not doing so at the same rate as in other categories – and in a category like Scotch it is easier for consumers to read and understand. The rules are basically the same everywhere. In rum that is not the case; there are brands from all origins with different ways to express ageing – so it can be a maze. You can only premiumise something that people understand, and that means education among consumers and at shop level. Here the boutique will help as it allows our teams to engage with those who are our key geographies, American travellers, Canadians but also a lot of Jamaicans who live abroad coming to visit family.”