From college hangover to tasting room: Campari Group was looking to halo its premium rum offering. But millennials had a new definition of “premium.” It was about experiences, not products. And rum was certainly not considered premium by this audience. At best, it brought back hazy memories from college. At worst, a gag reflex. Unlike the competition, Appleton Estate rum offered the story of its unspoiled terroir from Jamaica’s Nassau Valley. “From Cane to Cup” made Appleton about a destination instead of a drink.