WHYTE & MACKAY CREATES NEW AIRPORT
ACTIVATIONS TO SUPPORT
JURA SHERRY CASK COLLECTION
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.
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| Amsterdam |
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| Amsterdam |
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| Hamburg |
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| Hamburg |
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 4x4, 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 (43.6% 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 (44.5% 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 (45.6% 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
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