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Whyte &
Mackay celebrates Jura's growth with a
campaign at Dubai international airport
for it new Jura Islanders’ Expressions
No. 2 Pale Ale Finish.
If you will be passing through Dubai
international airport in the near future
then look out for ongoing Jura Scotch
single malt whisky campaign which owners
Whyte & Mackay has running there to shine a
light on its latest travel retail
exclusive release, Jura Islanders’
Expressions No. 2 – Pale Ale Finish.
The campaign in Dubai which encompasses
seven prominent sites at the airport has
emerged as a result of the brand's
remarkable success in the market over
the past year. Jura has established
itself as the second-fastest growing
Single Malt within the Top 10 for
duty-free sales in the UAE.
This resultant campaign, which commenced
on July 1st, effectively leveraged Whyte
& Mackay's track record for delivering
seamless omnichannel experiences that
generate engaging online interactions
for shoppers, thereby driving in-store
foot traffic. Upon reaching various Jura
locations across Dubai International
Airport, shoppers are given the unique
opportunity to sample Jura Islanders’
Expression No. 2, marking a debut for
Jura at DBX.
Whyte & Mackay recognises the pivotal
role played by the Single Malt category
in boosting penetration, conversion
rates, and overall spending in the
travel retail sector. Much of this can
be attributed to the category's ability
to deliver excitement and novelty, where
Whyte & Mackay has a proven history of
inspiring and captivating shoppers as I
am sure many of you have experienced on
your travels. This was exemplified by
the previous success of Jura Islanders’
Expression No. 1, which enjoyed a
sold-out run at key travel retail
destinations and held the title of the
fastest-growing single malt expression
in global travel retail.
Mike Greggs, Managing Director UK,
Europe & Global Travel Retail, Whyte &
Mackay, said: "This outstanding campaign
underlines the stunning performance of
Jura, which has delivered great growth
both in travel retail and around the
world. We are delighted to work with
Dubai Duty Free to bring this immersive
experience to shoppers and give them our
first ever tasting experience with Jura
in this location.
"Jura speaks to those with an
adventurous spirit. This campaign allows
shoppers to explore and experience the
Jura Islanders’ Expression No. 2 and
discover something new, either in Jura
or in travel retail."
Telling The Story Of Jura
 Jura Islanders’ Expression No. 2 caters
to the desires of discerning travellers
seeking brands with compelling
narratives and a meaningful purpose.
This unique expression draws its
inspiration from the vibrant creativity
of the island's artistic community,
capturing their essence in every single
drop. Crafted in collaboration with the
island's resident experimental musician
and composer, Giles Perring, this
edition is a reflection of his deep
connection to Jura.
Giles Perring, who calls the island
home, channels his inspiration from Jura
into his work, capturing the natural
sounds of the island using a World Organ
that he personally constructed. Through
his immersive music, he weaves
captivating auditory tales of Jura,
encompassing its elements, wildlife, and
ambiance.
In keeping with this creative spirit,
Jura Islanders’ Expression No. 2 is said
to offer a delightful palate of tropical
fruit notes, an abundance of sweet
citrus, and a rich toffee essence. These
layers of bright flavours enhance Jura's
distinctive character, thanks to a
unique finish in Pale Ale casks. This
partnership was realised in
collaboration with Jura's closest craft
brewery, located in Argyll, just 90
miles away, further deepening the
connection to the island's heritage.
Jura Islanders’ Expressions No. 2 – Pale
Ale Finish is available in travel retail
with a RSP of Ł49.99. If you have no
current plans to travel you will find the current
domestic Jura whisky range available from specialist online whisky
shops such as
The Whisky Exchange
and
Master of Malt
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