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Campari readies Appleton Estate promotion

Alcohol company Gruppo Campari is preparing a promotion in support of its Appleton Estate rum brand. The promotion, timed to coincide with Father's Day, is aimed primarily at men. It will consist of a one-week installation at the Saks Fifth Avenue store in the CF Toronto Eaton Centre shopping mall from June 8 to June 15. The installation is designed to resemble a Caribbean lounge in which fathers can relax. It will serve rum cocktails paired with food.

The promotion also incorporates a social media contest. Consumers can visit the brand's Facebook or Instagram pages to nominate "deserving men." The winners will be given use of the installation to host private parties for friends.

"Appleton Estate's partnership with Saks Fifth Avenue - CF Toronto Eaton Centre aims to share gratitude and inspiration for the exceptional men in our lives," said George Skarpathiotakis, senior brand manager for rums at Campari Canada. "The Rum Lounge gives us the opportunity to bring to life a unique and personalized way for consumers to interact with our brand, while rewarding the modern man with sophisticated activities. Having carefully aligned with the some of the most foremost businesses across the sectors of cuisine, retail, men's grooming and the arts, we are hopeful that our guests will find this specially-curated experience enjoyable."

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