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31st March 2023 |
Jura launch a
second Islanders Expression, and one to
look out for on your travels as it is
available exclusively
in travel retail, this time up they are
offering travellers a Jura single malt
matured in American ex-Bourbon barrels
and finished in Scottish Pale Ale casks.
 Jura single malt whisky which is now the
No1 Single Malt Whisky in the UK
domestic market, is launching the second
release from its award-winning limited
edition Islanders’ Expressions series;
Jura Islanders’ Expressions, No.2 – Pale
Ale Cask Finish which will be available
exclusively for shoppers in Global
Travel Retail from April.
As the world continues to bounce back
from Covid the Jura brand has almost
tripled its business in travel retail
versus 2021, inspiring shoppers in
airports with the PX sherry cask finish
of its core range; it has also
flourished in other duty free channels,
including border shops, diplomatic
stores, and the cruise and ferry sector,
which have been vital in rebuilding the
travel retail industry.
Whyte & Mackay understands the vital
role the Single Malt category plays in
fuelling penetration, conversion and
spend among travel retail shoppers.
Excitement and newness are at the heart
of the Single Malt category’s appeal and
Whyte & Mackay has a proven track record
in inspiring and engaging shoppers, such
as with the Jura Islanders’ Expression
No. 1 which enjoyed a sell-out run at
key travel retail locations.
Richard Trimby, Travel Retail Director,
Whyte & Mackay, said: "The Single Malt
category is the growth engine of the
Spirits sector in travel retail and a
driver of high spend-per-passenger.
"Today’s consumers want to discover new
products, limited editions and
exclusives that they cannot find at
home. At Whyte & Mackay, our innovations
are designed to generate growth thanks
to our understanding of the duty free
shopper’s lifestyle and the varied
drivers to purchase across the different
demographics."
INSPIRING AND ENGAGING SHOPPERS
Tapping into consumer demand for both
newness and brands with a strong story
and purpose, Jura Islanders’
Expressions, No.2 is a travel
retail-exclusive Single Malt inspired by
the creativity of the artistic community
in the island of Jura.
At the heart of Jura’s appeal is the
fact that it is ‘More Than A Whisky’. As
the only whisky distillery on the
island, which is home to a tiny
community of just 230 people, every drop
of Jura’s Islanders’ Expressions
reflects the spirit of the people that
live there and offers the drinker a
unique opportunity to be part of
something, with a taste of island life
in every sip.
Clarisse Daniels, Head of Marketing GTR
& Emerging Markets, Whyte & Mackay,
commented: "Jura is all about supporting
the community on the island. We are also
focused on supporting our partners in
the duty free sector by driving shoppers
to the duty free stores through
inspiring and engaging omnichannel
campaigns bringing to life the story of
this limited edition.
"We are creating touchpoints for
shoppers ahead of them arriving at the
airport through a geo-targeted media
campaign, which gives them a reason to
hit the duty free stores. Once inside,
our impactful displays with distinctive
bright and colourful HPPs bring the
island to life and capture the attention
of duty free shoppers. Finally, in-store
engagement like gifts with purchase or
personalisation using an in-store
decorating machine, will help convert
new Malt shoppers as well as regular
Malt drinkers."
BRINGING JURA TO LIFE
The creative spirit of Jura is evident
in both its whisky and its islanders.
Jura Islanders’ Expressions, No.2 has
been created in collaboration with Jura
resident Giles Perring, a respected
experimental musician and composer. Just
like Jura whisky, Giles is inspired and
influenced by the island that he calls
home. He captures natural sounds using a
World Organ that he hand-built, creating
immersive music that tells sonic stories
of Jura, its elements, wildlife and
atmosphere.
To reflect that, Jura Islanders’
Expressions, No.2 offers tastes of
tropical fruit, plenty of sweet citrus
and toffee richness. Layers of bright
flavour enhance Jura’s signature spirit,
thanks to a Pale Ale cask finish,
achieved by partnering with Jura’s most
local craft brewery, based in Argyll, 90
miles away.
Giles’ inspiration has further been
brought to life with the packaging
design, which features a soundwave
created by his compositions on the outer
carton and nods to the sources of the
sounds he is inspired by on the island.
The standout pack also has a QR code
which offers opportunity to learn more
about this creative collaboration, a Q&A
with Giles and a curated playlist, which
provides the perfect soundtrack to enjoy
along with the whisky.
Exclusive to duty free and launching
ahead of the Easter and May bank
holidays, Jura Islanders’ Expressions No.2 is
ideal for those with an adventurous
spirit,, initially in Americican white
oak ex-Bourbon barrels it was this
finished in Scottish Pale Ale Casks. Jura Islanders’
Expression, No.2 – Pale Ale Finish will
be available in 1 litre format, priced
at £50 / L and available exclusively in
travel retail from April in the UK and
Europe, followed by Asia and the Middle
East from July.
If you have no plans to travel in the
near future you will find the current
Jura domestic whisky range available from specialist online whisky
shops such as
The Whisky Exchange,
The Whisky Shop,
Master of Malt
and
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