Jura, the fastest growing Single Malt brand for 2022 (IWSR), has launched its biggest ever campaign with Dubai Duty Free to shine a light on its latest travel retail exclusive release, Jura Islanders’ Expressions No. 2 – Pale Ale Finish.

The campaign, which covers seven high-profile sites at Dubai International Airport (DXB), was born from the brand’s impressive success in the market over the past year. Jura is the second-fastest growing Single Malt in the Top 10 for duty free in the UAE (IWSR).

The resulting campaign, which ran from 1st July, made the most of Whyte & Mackay’s strong track record in delivering omnichannel experiences which create exciting online engagement for shoppers, that in turn helps drive footfall in stores. On arrival at the Jura locations across Dubai International Airport, shoppers were able to sample Islanders’ Expression No. 2, in a first-time experience for Jura at DXB.

Whyte & Mackay understands 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, as seen with the Jura Islanders’ Expression No. 1 which previously enjoyed a sell-out run at key travel retail locations and was the fastest growing single malt expression in global travel retail (IWSR).

Mike Greggs, Managing Director UK, Europe & Global Travel Retail, Whyte & Mackay, said: “This outstanding campaign underlines the stunning performance of Jura, which has delivered great growth both in travel retail and around the world. We are 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 allows shoppers to explore and experience the Jura Islanders’ Expression No. 2 and discover something new, either in Jura or in travel retail.”

TELLING THE STORY OF JURA

Jura Islanders’ Expression No. 2 taps into demand from travelling shoppers for brands with a strong story and purpose, as it is inspired by the creativity of the artistic community on the island and reflects their spirit in every drop. This 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.

To reflect that, Jura Islanders’ Expressions, No.2 offers tastes of tropical fruit, plenty of sweet citrus and toffee richness. Layers of bright flavour enhance Jura’s signature spirit, thanks to a Pale Ale cask finish, achieved by partnering with Jura’s most local craft brewery, based in Argyll, 90 miles away.

Jura Islanders’ Expressions No. 2 – Pale Ale Finish is available in travel retail with a RSP of £49.99.