The first Jura airport activation took place with Gebr. Heinemann at Amsterdam Schiphol International Airport. 

Whyte & Mackay has created various high-profile promotions for its new Jura Sherry Cask Travel Retail Collection. The promotions are part of a major global re-launch of the Jura brand and are being executed to accelerate growth in the channel.

Starting with Gebr Heinemann, the first activation took place at Amsterdam Schiphol Airport from 1 June to 30 June. The second event at Hamburg Airport ran from 4 June to 2 July.

Further promotions are scheduled for other key airport hubs later this year, including London Heathrow T5 (July), Frankfurt Airport (August) and Edinburgh, Paris Charles de Gaulle and Dubai International Airports in September.

The Jura Sherry Cask Travel Retail Collection, the roll-out of which began in April, is the brand’s first range of single malt Scotch whiskies that is available exclusively to global travellers.

DISRUPTIVE PROMOTIONS

Whyte & Mackay has created a series of disruptive promotions designed to attract and engage travellers in the airport environment.

The Amsterdam activation included a visual showing the island’s only road, together with a re-purposed 4×4, which doubles up as a bar.

The Hamburg spirits stage incorporated a fishing boat (adapted for stock holding), plus a selection of nautical props. Other merchandising materials, such as fishing nets and packing crates, aimed to evoke the authentic atmosphere of the island and the community it supports.

Detailed product information was provided on an island-shaped display and passengers were invited to taste the Jura Sherry Cask Collection and discover suitable food pairings. Selected activations included 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 existing consumers and new drinkers.

“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), The Road (6%ABV), The Loch (5% ABV) and The Paps 19yo (6%ABV) single malts.

The second activation at Hamburg Airport ran from 4 June to 2 July.