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Whyte &
Mackay previews new Jura travel retail
collection at TFWA Asia Pacific.
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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