Jura Whisky is set to launch the second release from its limited Islanders’ Expressions series … Jura Islanders’ Expressions, No.2 – Pale Ale Finish.
It will be available exclusively for shoppers in Global Travel Retail starting early April.
A statement from Jura notes that the brand has almost tripled its business in travel retail versus 2021, bringing airport shoppers the PX sherry cask finish of its core range. It’s been successful in other duty free channels, including border shops, diplomatic stores, and the cruise and ferry sector.
Whyte & Mackay, parent of Jura, sees the vital role the single malt category plays among travel retail shoppers.
Richard Trimby, Whyte & Mackay’s travel retail director, 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.”
He noted that 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. Jura is the only whisky distillery on the island, home to just 230 people.
Clarisse Daniels, Whyte & Mackay’s head of marketing, said that 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 omni channel campaigns bringing to life the story of this limited edition.”
She said they’re 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.
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“Once inside, our impactful displays … bring the island to life and capture the attention of duty free shoppers,” Daniels added. “Finally, in-store engagement like gifts with purchase or personalization using an in-store decorating machine, will help convert new malt shoppers as well as regular malt drinkers.”
For this expression, Jura Islanders’ Expressions, No.2 was made in collaboration with Jura resident Giles Perring, an experimental musician and composer. Giles said he’s 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.
The distiller’s notes show that Jura Islanders’ Expressions, No.2 offers tastes of tropical fruit, sweet citrus and toffee richness. It has layers of bright flavor on the palate, thanks to the Pale Ale cask finish. Jura partnered with a local craft brewery, based in Argyll, about 90 miles away.
Jura Islanders’ Expression, No.2 – Pale Ale Finish will be available in a 1 liter bottle with a suggested retail price of £50.
For more information, check out www.jurawhisky.com.
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