Passengers travelling through NY’s JFK Airport T5 this month are being offered a signature cocktail serve – the Appleton Estate Jamaican Mule.

Gruppo Campari reports that it is running ‘an engaging and playful activation’ for its Appleton Estate Jamaican Rum at New York’s JFK Airport this month.

The activation, located in JFK’s Terminal 5, ‘expresses the brand’s authenticity, quality and personality’ in the form of a special delivery shipped from the heart of Jamaica, according to Gruppo Campari.

Passengers who are shopping are welcomed to a ‘cargo station’ where they receive a brand-stamped ‘customs clearance form’ that shares unique facts about the Appleton Estate rums, says the brand owner. This form also authorises these shoppers to visit the ‘traditional, rustic-styled Jamaican Cockpit Country bar’, where they are presented with a signature cocktail serve – the Appleton Estate Jamaican Mule.

Gruppo Campari Global Travel Retail Marketing Director Charles Roullet said: “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.”

INNOVATIVE ACTIVATION

Roullet says 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,” he adds.

The activation also includes ‘guided tastings’ across the Appleton Estate portfolio of premium rums, including Appleton Estate Signature Blend, Appleton Reserve Blend, Appleton Rare Blend 12 Years and the Appleton Estate 21 Year Old.

“The tastings enable shoppers to discover the uniqueness and rich complexity of the rums and learn about the traditional crafting process,” states Roullet.

Commenting on the activation, Scott Halpern, President of International Shoppes said: “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 brand owner says that the activation – in the form of a special delivery  – is a great way to share the Appleton Estate Jamaican Rum experience.