Scotland and Barbados meet as Jura unveils Islanders’ Expressions LEP

By Luke Barras-hill |

Scotch single malt Jura is set to release its new annual limited edition collection of whiskies.

The global travel retail exclusive Islanders’ Expressions (ABV 40%) is inspired by the artistic community residing in Barbados and aimed at attracting new malt drinkers.

In short supply and available for a limited time only, Jura Islanders’ Expressions (RSP $50) will be available at Heathrow Terminal 5 from 1 April before rolling out to other UK and European airports – and eventually to other key locations.

Shoppers are Heathrow Terminal 5 will have the opportunity to personalise their bottlings.

Islanders’ Expressions, which will benefit from an omni-channel marketing campaign to drive sales, harnesses the power of local, inspiring stories and begins with The Collection – 01.

CARIBBEAN MEETS W. COAST SCOTLAND

The whisky is a marriage of two locations – Jura off the West Coast of Scotland and Barbados at the east of the Caribbean islands – to produce liquid sourced from hand selected ex-bourbon barrels and tropically infused ex-rum casks.

These evoke the light, citrus and grassy notes of Jura, complemented by hints of tropical fruit, warming sweet spice and the rich sweetness of Barbados rum.

It has been crafted around the storytelling jeweller Amy Dunnachie, aka Amy Finds.

She brings to life the new addition to Jura’s whisky family through tales of foraging objects around the island’s shores and landscape.

The salvaged items are a reflection of Jura’s versatility and complements Amy’s style, says the brand.

Clarisse Daniels, Head of Marketing, Whyte & Mackay commented: “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 duty free shoppers looking to buy not only the brand they love – which is reflected in our current performance across Europe duty free – but who are open to trying new flavours driven by craft and quality cues.

“Our travel retail exclusive range is the only complete TREX range that is enhanced in casks that previously held Pedro Ximénez Sherry 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, added: “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.”

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