Whyte & Mackay has unveiled details of its biggest ever campaign with Dubai Duty Free (DDF), created to highlight its latest Jura travel retail exclusive release: Jura Islanders’ Expressions No. 2 – Pale Ale Finish.
The campaign, which covered seven high-profile sites at Dubai International Airport (DBX), reflects the brand’s strong performance over the past year.
According to IWSR, Jura was the fastest growing single malt brand for 2022, and the second-fastest growing single malt in the top 10 for duty free in the UAE.
A taste of Jura
The resulting campaign, which ran from 1 July, harnessed Whyte & Mackay’s strong track record in delivering omnichannel experiences which create online engagement for shoppers, and subsequently drive footfall.
On arrival at the Jura locations across Dubai International, shoppers were invited to sample Islanders’ Expression No. 2 – a first-time experience for the brand at the location.
Whyte & Mackay Managing Director UK, Europe & Global Travel Retail Mike Greggs commented: “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.”
He added: “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.”
Whyte & Mackay’s DDF campaign amplifies the vital role the single malt category plays in driving penetration, conversion and spend in travel retail.
The company’s Jura Islanders’ Expression No. 1 previously enjoyed a sell-out run at key travel retail locations and was the fastest growing single malt expression in global travel retail (IWSR).
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.