Whisky Focus - Jura Islanders’ Expressions No. 2 Pale Ale Finish At Dubai Duty Free

Jura Islanders’ Expressions No. 2 At Dubai Duty Free

13th September 2023
Whyte & Mackay celebrates Jura's growth with a campaign at Dubai international airport for it new Jura Islanders’ Expressions No. 2 Pale Ale Finish.

Jura Islanders’ Expressions No. 2 Pale Ale Finish At Dubai Duty Free

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’ Expressions No. 2 Pale Ale FinishJura 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 f
rom specialist online whisky shops such as The Whisky Exchange and Master of Malt

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