JAMAICA. Campari Group Global Travel Retail has opened an enhanced Appleton Estate boutique at Sangster International Airport in Montego Bay, Jamaica.
The revamped store offers an immersive journey into the heritage, craft and identity of one of Jamaica’s most renowned rum houses.
The boutique – developed in partnership with Avolta – is located just 50 miles from Appleton Estate’s historic distillery in the Nassau Valley.
The space brings the spirit of the valley to life through striking visuals, Jamaican craft elements and digital touchpoints which underline the brand’s ambition to lead the premium dark rum category globally.
The boutique design draws on local craft and landscape, fusing natural textures and colourful visual cues with digital engagement zones to create a strong sense of place.
A dedicated Premium Wall Bay spotlights the brand’s most prestigious bottlings. This area will also feature upcoming global travel retail exclusives, including a rare Appleton Estate expression set to launch later this year and a boutique-exclusive edition in 2026.
A central tasting bar allows travellers to sample a range of Appleton Estate expressions, guided by expert brand ambassadors. Surrounding gondolas house travel retail exclusives and seasonal editions, while product storytelling elements, activated via QR codes, unlock exclusive content about each Appleton Estate expression offered.
A Jamaican Favourites section offers a broader view of Campari Group’s island portfolio, including the newly released Wray & Nephew 200th Anniversary Collection. The celebratory range features Jamaican-flag-inspired labels, with the green and black editions reserved exclusively for global travel retail.
To support the launch, Campari Group and Avolta rolled out a 360-degree digital campaign at the airport. Live throughout July, the campaign spanned Reserve & Collect platforms, loyalty programmes, social media, programmatic advertising and in-app content – targeting travellers across the entire digital journey.
In addition, Club Avolta members who purchased Appleton Estate in-store received a complimentary branded keychain.
Avolta Global Head of Liquor David de Miguel 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.”
Campari Group Global Travel Retail Marketing and Channel and Customer Marketing Director Biancamaria Sansone said, “Inspired by the landscape and traditions of where our rums are crafted, the Appleton Estate Montego Bay Boutique brings together provenance, craftsmanship 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.”
MBJ Airports Limited (Operators of Sangster International Airport) CEO Shane Munroe added, “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. For passengers who may not have visited the distillery itself, this space offers a memorable and multi-sensory introduction to one of our island’s most iconic brands.”
Founded in 1749, Appleton Estate is the world’s second-oldest continuously operating rum distillery, shaping the identity of Jamaican rum for over 275 years.
At the heart of its evolution is Master Distiller Joy Spence, the first woman to hold the title, whose expertise continues to shape the brand’s distinct blend of richness, complexity and natural quality. ✈
