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\u2019s global positioning, \u201cA Long Way From Ordinary\u201d. Therefore, the Amsterdam activation includes an eye-catching visual showing the island\u2019s 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.<\/p>\n
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.<\/p>\n
\u201cThe launch of the Jura Sherry Cask Travel Retail Collection \u2013 which coincides with a new house style for the brand \u2013 highlights our long-term commitment to Jura within the channel,\u201d commented Whyte & Mackay Director Global Travel Retail Richard Trimby. \u201cWe 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\u2019s exciting new story in travel retail.\u201d<\/p>\n
The Jura Sherry Cask Travel Retail Collection features:<\/strong><\/p>\n \u2022 The Sound<\/strong> (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 Xim\u00e9nez. Antique gold in colour with aromas of hazelnuts and orange; caramel fudge to taste; and black forest fruits to finish.<\/p>\n \u2022 The Road<\/strong> (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 Xim\u00e9nez. Autumn gold in colour with aromas of fresh apricots; rich coffee to taste; and cinnamon to finish.<\/p>\n \u2022 The Loch<\/strong> (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 Xim\u00e9nez. Mahogany gold in colour with aromas of treacle; baked apple, to taste; and cracked pepper to finish.<\/p>\n \u2022 The Paps<\/strong> 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 Xim\u00e9nez. Deep mahogany gold in colour with aromas of ginger cake and vanilla;, spiced pear to taste; roasted walnut to finish.<\/p>\n![\"\"](\"https:\/\/www.dutyfreehunter.com\/blog\/wp-content\/uploads\/2018\/07\/Jura-4x4-close-up-Amsterdam-SIS.jpg\")