Whyte & Mackay, in collaboration with Gebr. Heinemann, is running a series of promotions at European airports to highlight the global re-launch of its Jura Scotch whisky brand.
The new Jura Sherry Cask Travel Retail Collection, which includes four expressions, is Jura’s first travel shopping-exclusive range. Its global roll-out began in April.
The campaign is built around Jura’s ‘A Long Way from Ordinary’ slogan. The first activation ran at Amsterdam Airport Schiphol from 1 until 30 June. The second event, at Hamburg Airport, started on 4 June and ends today (2 July).
Further promotions are scheduled at other airports, including London Heathrow T5 in July, Frankfurt in August and Edinburgh, Paris Charles de Gaulle and Dubai in September.
The Amsterdam activation included a visual of the island’s only road, with a re-purposed 4×4 vehicle as a bar. The Hamburg promotion featured a fishing boat, nautical props, fishing nets and packing crates to evoke an island atmosphere.
In all activations product information is provided on an island-shaped display and passengers are invited to sample the Jura Sherry Cask Collection and suitable food pairings. Selected activations include traditional Scottish pub games, and the chance to win a handmade waxed canvas backpack which was made in Scotland.
“The launch of the Jura Sherry Cask Travel Retail Collection, which coincides with a new house style for the brand, highlights our long-term commitment to Jura within the channel,” said Whyte & Mackay Director Global Travel Retail Richard Trimby.
“We have worked hard to create a series of inventive activations, with a compelling and captivating proposition, that are designed to appeal to both existing consumers and new drinkers. And there is plenty more innovation in the pipeline. This is just the first chapter of the Jura brand’s exciting new story in travel retail.”
The Jura Sherry Cask Travel Retail Collection features:
- The Sound (42.5%ABV): single malt matured in American White Oak ex-bourbon barrels and finished in 15yo Pedro Ximénez sherry casks. Gold-coloured with aromas of hazelnuts and orange, caramel fudge taste and black forest fruits finish.
- The Road (43.6% ABV): single malt matured in American White Oak ex-bourbon barrels and finished in 20yo Pedro Ximénez sherry casks. Gold-coloured with aromas of fresh apricots, rich coffee taste and cinnamon finish.
- The Loch (44.5% ABV): single malt matured in American White Oak ex-bourbon barrels and finished in 30yo Pedro Ximénez sherry casks. Mahogany colour in colour, with treacle aromas, baked apple taste and cracked pepper finish.
- The Paps 19yo (45.6% ABV): 19yo single malt matured in American White Oak ex-bourbon barrels and finished in 40yo Pedro Ximénez sherry casks. Mahogany gold in colour with ginger cake and vanilla aromas, spiced pear taste and roasted walnut finish.
