The Appleton Estate campaign includes key serve the Appleton Estate Jamaican Mule

The Appleton Estate campaign includes key serve the Appleton Estate Jamaican Mule

Gruppo Campari has launched a Travel Retail campaign for its Appleton Estate rum brand, at New York's JFK airport. 

The company said today that the activation, in Terminal 5, features a 'cargo station' where consumers receive a brand-stamped 'clearance form', which includes facts about the rum. The form also authorises a visit to a tasting bar. 

Campari has used the bar to highlight the key serve for the rum - the Appleton Estate Jamaican Mule. The drink is a blend of fresh lime, ginger beer and Appleton's Signature Blend rum. 

Campari GTR marketing director Charles Roullet said the campaign is part of the brand's core global promotional theme of a "Special Delivery from the Heart of Jamaica". 

He said the campaign is "designed to be a powerful driver of what we perceive as an under-developed category. 

"In particular, the production process focuses on guaranteed minimum aged liquid... thus enhancing the credibility, consistency and appeal of the whole rum category".

Gruppo Campari Year-to-Date 2017 by region - results data

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