Whyte & Mackay, the fastest growing global malt supplier in 2020 according to IWSR, is pleased to reveal its new Jura annual limited edition collection of whiskies designed to recruit new malt drinkers and appeal to conscious millennials. Exclusive to Global Travel Retail, Islanders’ Expressions takes its inspiration from the creative and artistic members of its tiny island community to create an intriguing new limited edition single malt collection.
Jura was named the No 1UK Single Malt in volume in the UK domestic (Nielsen) for the 2nd year in a row and has proven to be recruiting the most NEW shoppers into the Malt Category (Kantar). On the back of these strong credentials, Islanders’ Expressions is launched – proving that there is more to Jura than their famed Single Malt Whisky. Islanders’ Expressions captures the power of an eclectic and inspiring community of innovators and artisans and kicks off with storytelling jeweller Amy Dunnachie aka Amy Finds, to bring to life a new addition to its whisky family.
A Jura native, Amy forages objects from around the island’s shores and landscape to reimagine new treasures, each telling their own unique story.
With a strong commitment to sustainable craft, Amy salvages a diverse array of items celebrating what makes Jura so special and magical which in turn has inspired the whisky maker in his quest to find the right character to complement her style.
The resulting whisky is a product of two islands, Jura off the West Coast of Scotland and Barbados at the east of the Caribbean islands. This meeting of islands has brought together the very best, hand selected ex-bourbon barrels with tropically infused ex-rum casks from Barbados to create the perfect partnership with Jura’s light, citrus and grassy spirit.
In reflection of the vitality which defines Amy’s work, this single malt is smooth, vibrant and inviting brings a fresh maritime character with tropical fruit, warming sweet spice and the rich sweetness of Barbados rum.
Clarisse Daniels, Head of Marketing comments: “Jura is currently experiencing huge growth with sales more than doubling in GTR last year. Given its power status in Europe, Jura is the preferred choice to the duty free shoppers looking to buy not only the brand they love – which is reflected in our current performance across Europe DF – but who are open to trying new flavours driven by craft and quality cues. Our travel retail exclusive range is the only complete TRX range that is enhanced in casks that previously held Pedro Ximénez Sherry (PX) of different ages meets their demand.
“With Whyte and Mackay being a Single Malt specialist, we also understand that choice, great product stories, exclusivity and new product launches have been driving the category which is why we believe that the new limited edition collection will excite the DF shopper and is guaranteed to sell out quickly.”
Gregg Glass, Master Whisky Maker, adds “Jura Whisky is ‘islander made’ – and it is that collective creative spirit on the island that sees us embrace innovation, new ideas and dedicated craftsmanship. This collaboration celebrates this and why we believe Jura truly is more than a whisky. In crafting this character, we’ve been able to bring this story to life through the flavours but also inspire drinkers to discover that there is so much more to Jura than they might think. It goes beyond what they may expect, just like our whiskies and the community itself. I’ve really enjoyed exploring Amy’s work to inspire our thinking in the creation of this single malt and love the opportunity to tap into some of the incredible finishes we can achieve with Jura.”
Taking Amy’s creative lens as the canvas, this whisky visually showcases the distinctive style on both bottle and carton, with bright hues of blue and greens, and also features a brooch from her ‘in a reel tangle’ collection.
Available for a limited time and in small quantities, Jura Islanders’ Expressions will be available in key GTR destinations launching on April 1 at Heathrow T5 where shoppers will also have the opportunity to personalise their bottles. Other UK and European airports will follow before the collection rolls out to other key locations.
An accessible RSP of £50 is expected to drive ROS and will be supported by an omnichannel campaign offering enriching online experiences on their path to purchase, as well as a connected pack to invite them to discover more and share their experience with their peers.