Campari GTR said the boutique reflects the brand’s mission to lead the premium dark rum category through craft, provenance, and exclusivity.

Campari Group Global Travel Retail (GTR) has unveiled an Appleton Estate boutique experience at Sangster International Airport, designed to immerse travellers in the story of the iconic Jamaican rum.

As the second continuously-producing rum distillery in the world – founded in 1749 – Campari GTR noted Appleton Estate has shaped the identity of Jamaican rum for over 275 years.

At its helm is Joy Spence, the world’s first female Master Distiller, whose vision and expertse continue to define the brand’s signature balance of richness, complexity, and natural quality.

Located just 50 miles from the Appleton Estate distillery, the Sangster International Airport boutique invites travellers to discover this legacy firsthand.

The environment blends visuals, Jamaican craft elements, and digital touchpoints to create a sense of place that mirrors the lush Nassau Valley – home to every drop of Appleton Estate rum.

Biancamaria Sansone, Campari Group Global Travel Retail Marketing and Channel and Customer Marketing Director, commented: “Inspired by the landscape and traditions of where our rums are crafted, the Appleton Estate Montego Bay Boutque brings together provenance, crafsmanship, and innovation in a way that is both authentic and commercially impactful.

Travel retail is instrumental in driving our rum premiumisation strategy globally, and this boutique demonstrates how experience-led retail can deepen brand connection and inspire shoppers to explore and trade up within our portfolio.”

Immersive Spaces with Purpose

The Premium Wall Bay anchors the boutique with a curated display of Appleton Estate’s most distinguished rums, setting the stage for future limited releases and rare travel-exclusive expressions.

A dedicated Premium Wall Bay showcases the brand’s most prestigious expressions and will play host to upcoming exclusives – including a rare Appleton Estate introduction and limited-time offer launching later this year. It will also serve as the home for a travel-exclusive edition planned for 2026.

At the central tasting bar, travellers can explore sensorial experiences led by trained brand ambassadors. The surrounding gondolas feature travel retail exclusives and special seasonal offers, presented in an elevated format that drives discovery.

The boutique’s central tasting bar offers travellers a moment of pause and exploration, where trained brand ambassadors introduce the aromas, flavours, and heritage behind each Appleton Estate rum.

David de Miguel, Global Head of Liquor at Avolta, commented: “We are pleased to partner with Campari Group to bring this elevated Appleton Estate space to Sangster International Airport. It’s a great example of our global strategy to create retail experiences that reflect the true spirit of a place.

Just miles from where Appleton Estate is crafted, this space captures the essence of Jamaica; its heritage, flavour, and creativity and brings it to life for travellers in a meaningful, memorable way.”

The ‘Jamaican Favourites’ zone offers travellers a taste of the island’s diverse rum heritage, showcasing celebrated labels from Campari Group’s porSolio in a space that honours local legacy and craftsmanship.

A curated ‘Jamaican Favourites’ area highlights Campari Group’s broader island por^olio. This includes the new Wray & Nephew 200th Anniversary limited-edition collection, launched in July with three bold label designs – yellow, green, and black.

The black and green labels are available exclusively in global travel retail.

Connected Discovery and Campaign Activation

The boutique blends digital and hands-on features to let travellers easily dive into the Appleton Estate story at

their own pace.

Travellers can scan QR codes in-store to unlock exclusive content about each Appleton Estate expression using their smartphone.

To support the boutique refresh, Campari Group has partnered with Avolta on a 360° digital campaign live throughout July.

The campaign spans Avolta’s social channels, Reserve & Collect platform, app, loyalty programmes, and programmatic advertising – driving awareness and engagement across the full travel journey. Club Avolta members will also receive a complimentary branded keychain with any Appleton Estate bottle purchase, which can be engraved on-site.

Shane Munroe, Chief Executive Officer, MBJ Airports Limited, operators of Sangster International Airport, commented: “It is a pleasure to have this flagship Appleton Estate boutique in the airport for travellers to enjoy, which so beautifully captures the authenticity and culture of Jamaica.

The boutique is especially significant as the first experience post-security in the departures journey – an area we have dedicated to showcasing natural Jamaica and its rich heritage.

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