Jura adds Pale Ale Finish to Islanders’ Expressions TREX whisky range

By Kristiane Sherry |

The new TREX Ale Cask Finish release was developed in partnership with composer and Jura resident Giles Perring

Single malt Scotch whisky distillery Jura has expanded its travel retail exclusive (TREX) range with the launch of Jura Islanders’ Expression, No.2 – Pale Ale Finish, created in partnership with experimental musician and composer – and Jura resident – Giles Perring.

The release makes use of pale ale casks for an undisclosed finishing period. The barrels are sourced from the remote Hebridean island’s most local craft brewery, based in Argyll, 90 miles away.

Like the distillery team, Perring’s work is inspired by the elements, wildlife and atmosphere of Jura. He performs using a hand-built World Organ, the sound of which Jura is aiming to reflect in the Pale Ale Finish liquid.

Said to offer tropical, sweet citrus and toffee richness, combing for layers of “bright flavour” which complement the signature Jura spirit.

The Jura Islanders’ Expressions, No.2 – Pale Ale Finish packaging design features a sound wave created by Perring’s compositions. 

It also features a QR code which takes customers to a landing page with detailed information about the collaboration, including a curated playlist and a Q&A with Perring.

The Pale Ale Finish edition follows the 2022 launch of ex-Barbados rum cask-finished Jura Islanders’ Expressions No 1, which parent company Whyte & Mackay says sold out in key GTR locations.

Reflecting life on Jura

The new launch is in line with Jura’s ‘More Than a Whisky’ strategy, which underpins its commitment to the Jura island community.

Just 230 people live on the island, with the Islanders’ Expressions collection said to reflect their spirit, while offering a taste of local life.

Jura Islanders’ Expressions, No.2 – Pale Ale Finish has been inspired by the island, and Perring’s sound creations.

“Jura is all about supporting the community on the island,” said Clarisse Daniels, Head of Marketing GTR & Emerging Markets, Whyte & Mackay. 

“We are also focused on supporting our partners in the duty free sector by driving shoppers to the duty free stores through inspiring and engaging omni-channel campaigns bringing to life the story of this limited edition. 

“We are creating touch points for shoppers ahead of them arriving at the airport through a geo-targeted media campaign, which gives them a reason to hit the duty free stores. 

“Once inside, our impactful displays with distinctive bright and colourful HPPs bring the island to life and capture the attention of duty free shoppers. 

Jura will be promoting the new release at London Heathrow this April

“Finally, in-store engagement like gifts with purchase or personalisation using an in-store decorating machine, will help convert new malt shoppers as well as regular malt drinkers.”

Jura Islanders’ Expressions, No.2 – Pale Ale Finish is available in travel retail from April in the UK and Europe and from July across Asia and the Middle East. It is priced at £50 for one litre.

Jura ‘almost triples’ GTR business

According to Whyte & Mackay (which also owns The Dalmore and Fettercairn), Jura has almost tripled its travel retail sales versus 2021 levels. 

In addition to targeting airports, it has also found success in border and diplomatic stores, and across the cruise and ferry channel.

The business says it “understands” the “vital role” of single malts in fuelling penetration, conversion and spend among GTR shoppers.

“The Single Malt category is the growth engine of the spirits sector in travel retail and a driver of high spend-per-passenger,” said Richard Trimby, Travel Retail Director, Whyte & Mackay.

“Today’s consumers want  to discover new products, limited editions and exclusives that they cannot find at home.

“At Whyte & Mackay, our innovations are designed to generate growth thanks to our understanding of the duty free shopper’s lifestyle and the varied drivers to purchase across the different demographics.”

Earlier this year, Whyte & Mackay unveiled its The Dalmore The King Alexander III Lunar New Year 2023 Limited Edition, created to help attract more shoppers to duty free stores and drive higher spend per passenger.

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