Whisky Focus - Jura Travel Retail Collection Previews At TFWA Asia Pacific Exhibition

Jura Travel Retail Collection Previews At TFWA Asia Pacific

16th April 2018
Whyte & Mackay previews new Jura travel retail collection at TFWA Asia Pacific.

Jura Sherry Collection - (L to R) The Sound, The Road, The Loch, The Paps 19 Year Old

With a view of diversifying its brand portfolio and further strengthening its position within the Asian travel retail spirits market, Whyte & Mackay will present a range of new products to buyers at this year’s TFWA Asia Pacific Exhibition (Basement 2, Booth C5).

A key focus at the show this year will be the new Jura Travel Retail Collection – the Jura Sherry Collection which is the whisky brand’s first range of single malt Scotch whiskies exclusively available to global travellers. The line, which began rolling out globally in April 2018, showcases the introduction of a new signature style for Jura in both travel and domestic markets.

With sweetness from American White Oak ex-bourbon barrels and a hint of subtle smoke, each whisky in the new Jura signature Series for domestic markets and Jura Travel Retail Collection is further enhanced by specially selected casks from around Europe. This combination sees Highland and Island styles combine to create a distinctive, welcoming character.

The travel retail collection features four whiskies. Matured in American White Oak ex-bourbon barrels, the flavours are further enhanced by hand-selected sherry casks that previously held Pedro Ximénez for 15, 20, 30 and 40 years. The result is a captivating journey of sweetness and intensity across the range, with the influence of sherry lending intense fruit flavours at its youngest and a more mature, deep and complex flavour experience at its highest.

The Jura Travel Retail Collection features The Sound (1L), The Road (1L), The Loch (70cl) and The Paps 19 YO (70cl). Recommended price points range from approximately £45/US$60 to £85/US$110.

The introduction of this new house style and both ranges reflects the long-term commitment to advance the position of Jura in the category, appeal to new drinkers and invest in consumer communications with a more compelling and premium proposition.

Whyte & Mackay Regional Director for Asia Travel Retail Micheline Wong commented: "We’re hugely excited about this launch, which will reinforce Jura’s positioning as a premium malt, thanks to its distinctive new packaging and innovative new signature style of whisky. Jura has a great story to tell in the channel – and this new travel retail exclusive range is just the first chapter. The new packaging, which features stunning photographs of the Isle of Jura’s local landmarks, significantly strengthens its on-shelf appeal. The launch will be further supported by a series of innovative activation programmes."

The new Jura domestic whisky range will soon be available from specialist online whisky retailers such as The Whisky Exchange and Master of Malt

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