As part of a major global re-launch of the Jura brand, and to accelerate growth in the channel, Whyte & Mackay has created a series of high-profile promotions for its new Jura Sherry Cask Travel Retail Collection, starting with Gebr Heinemann. The first activation is taking place at Amsterdam Airport Schiphol, from 1st-30th June inclusive. The second event, at Hamburg Airport, is running from 4th June-2nd July.
Further promotions are scheduled for other key airport hubs later this year, including London Heathrow T5 (July); Frankfurt Airport (August); and at Edinburgh, Paris Charles de Gaulle and Dubai International (September).
The Jura Sherry Cask Travel Retail Collection – which began rolling out globally in April – is the brand’s first range of single malt Scotch whiskies that is available exclusively to global travellers. As befits such a major new product innovation, Whyte & Mackay has created a series of distinctive and disruptive promotions designed to attract and engage travellers in the competitive airport environment.
The new promotional concept is focused around transporting passengers to the remote island of Jura, and creating a window to a different world that is, in line with the brand’s global positioning, “A Long Way From Ordinary”. Therefore, the Amsterdam activation includes an eye-catching visual showing the island’s one and only road, together with a re-purposed 4×4, which doubles up as a bar. The Hamburg Spirits Stage incorporates a fishing boat (cleverly adapted for stock holding), plus a selection of nautical props. Other merchandising materials, such as fishing nets and packing crates, aim to evoke the authentic atmosphere of the island and the resourceful community it supports.
Detailed product information is provided on an island-shaped display, and passengers are being invited to taste the Jura Sherry Cask Collection and discover suitable food pairings. To further stimulate interest and engagement, selected activations include traditional Scottish pub games, and the chance to win a waxed canvas backpack that is handmade 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,” commented 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 enhanced with a sweet finish from hand-selected Sherry casks which previously held fifteen year old Pedro Ximénez. Antique gold in colour with aromas of hazelnuts and orange; caramel fudge to taste; and black forest fruits to finish
- The Road (6% ABV): single malt matured in American White Oak ex-bourbon barrels and enhanced with a warm finish from hand-selected Sherry casks which previously held twenty year old Pedro Ximénez. Autumn gold in colour with aromas of fresh apricots; rich coffee to taste; and cinnamon to finish
- The Loch (5% ABV): single malt matured in American White Oak ex-bourbon barrels and enhanced with a rich finish from hand-selected Sherry casks which previously held thirty year old Pedro Ximénez. Mahogany gold in colour with aromas of treacle; baked apple, to taste; and cracked pepper to finish
- The Paps 19 YO (6% ABV): 19 Year Old single malt matured in American White Oak ex-bourbon barrels and enhanced with a complex finish from hand-selected Sherry casks which previously held forty year old Pedro Ximénez. Deep mahogany gold in colour with aromas of ginger cake and vanilla;, spiced pear to taste; roasted walnut to finish