Whyte & Mackay joined forces with Dubai Duty Free to launch the biggest-ever campaign for the Jura single malt Scotch whisky brand.
The promotion, which started on 1 July and extended through August, ran over seven high-profile sites at Dubai International Airport, highlighting Jura’s latest travel retail-exclusive release, Jura Islanders’ Expressions No.2 – Pale Ale finish.
According to the partners, the campaign developed from Jura’s success in the spirits market over the past year and its rating by IWSR as the second-fastest-growing single malt in the Top 10 for duty free in the United Arab Emirates.
It also underlined Whyte & Mackay’s strength in delivering omnichannel experiences, which encourage online engagement for shoppers and drive footfall in stores. Sampling was available.
Whyte & Mackay noted the “vital role the single malt category plays in driving penetration, conversion and spend in travel retail”.
“Much of this is linked to the category’s capacity to deliver excitement and newness, and Whyte & Mackay has a proven track record in inspiring and engaging shoppers,” the company added. 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 Managing Director UK, Europe & Global Travel Retail Mike Greggs said: “This outstanding campaign underlines the stunning performance of Jura, which has delivered great growth both in travel retail and around the world. We were delighted to work with Dubai Duty Free to bring this immersive experience to shoppers and give them our first-ever tasting experience with Jura in this location.
“Jura speaks to those with an adventurous spirit. This campaign allowed shoppers to explore and experience the Jura Islanders’ Expression No. 2 and discover something new, either in Jura or in travel retail.”
Jura Islanders’ Expression No. 2 is said to “tap into demand from travelling shoppers for brands with a strong story and purpose”. It takes inspiration from the artistic community on the Scottish island and “reflects their spirit in every drop”.
The edition was crafted in partnership with experimental musician and composer Giles Perring, who lives on the island. Giles is inspired by his home island and 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.
Jura Islanders’ Expressions No. 2 – Pale Ale Finish is available in travel retail with an RRP of £49.99 (US$62). The whisky offers tastes of tropical fruit, with sweet citrus and toffee. Its Pale Ale cask finish was achieved through a partnership with an Argyll-based craft brewery. 
