Jura launches gift tins for Christmas 2015By Kristiane Sherry
Whyte & Mackay-owned Jura Single Malt Scotch Whisky has launched a collection of limited edition gift tins for the UK off-trade this festive season.
The embossed tins were created for the core Jura range – Origin, Superstition, Diurachs’ Own and Prophecy – with each “drawing inspiration from the Hebridean island’s rural landscape.
“Calm and flourishing”, the East side of the island is home to the distillery, beaches and palm trees, which are reflected in the golden brown colour palate of the Origin and Diurachs’ Own gift tins. The West side of the island is more rugged, with the mountainous Paps and the Corryvrekan whirlpool. This landscape is said to inspire the peaty styles of Jura, with Superstition and Prophecy packaged in darker tones accordingly.
In addition to the whisky, the packs also include updated product information which detail the history of the islands and explain the liquid and symbolism used on-pack.
Stephen Watt, Whyte & Mackay off-trade sales director, said: “Christmas is the key trading period for malt whisky and we believe our new limited edition packs will give the brand greater on shelf prominence and showcase a real point of difference within its competitive set.”
The Jura gift tins range is available in store now, and will be supported by PR and social media campaigns over the winter months.
Whyte & Mackay exhibited at the TFWA World Exhibition earlier this month with a focus on “rare expressions” from Jura and The Dalmore.