Whyte & Mackay is this month introducing a follow-up travel retail limited-edition collection from Jura, the Islanders’ Expressions Collection No. 2 – Pale Ale Finish.
The expression is available in a one-litre format, priced at £50 (US$61), and released exclusively in travel retail, first in the UK and Europe, followed by Asia and the Middle East from July.
As reported, the first limited-edition Islanders’ Expressions range from Jura was released in 2022. The company said it sold out at key travel retail locations.
Whyte & Mackay Travel Retail Director Richard Trimby 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.”
The new travel retail-exclusive not only extends the brand’s single malt whisky portfolio but also embodies the creativity of the artistic community on Jura island where the distillery is located.
Whyte & Mackay Head of Marketing GTR & Emerging Markets Clarisse Daniels 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.”
The second release of the Islanders’ Expressions features a collaboration with Jura native Giles Perring, a renowned experimental musician and composer.
Inspired and influenced by the island, he captures natural sounds using a World Organ that he built, creating immersive music that tells sonic stories of Jura, its elements, wildlife and atmosphere.
Representing the flavours of the island, the new range offers tastes of tropical fruit, plenty of sweet citrus and toffee richness. A Pale Ale cask finish also brings layers of bright flavour that enhance Jura’s signature spirit. To bring this flavour, the company partnered with Jura’s most local craft brewery, based in Argyll, 90 miles away.
Perring’s inspiration has been brought further 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 that inspire him. The pack also has a QR code which offers an opportunity to learn more about this creative collaboration, a Q&A with Perring and a curated playlist. ✈
