Isle of Jura character reflected in gift tins

A range of limited edition gift tins have been created for Jura single malt Scotch whisky, which will be available in the UK off-trade in time for Christmas 2015.

The bespoke designs have been created for the core Jura range - Origin, Superstition, Diurachs’ Own and Prophecy - with each tin drawing inspiration from the rural landscape of the brand home and the heritage of the  island.

Situated just off the west coast of Scotland the Isle of Jura has just one road, one distillery, one pub, one shop and one community. With more deer than people, the island has two very distinct sides that not only help shape the flavour profile of the range but also the design of the gift tin.

The calm and flourishing east side of the island, which is home to the distillery, beautiful beaches and palm trees, influences the sweeter style of Jura Origin and Diurachs’ Own and has been reflected in the rich golden brown colour palate of the new gift tins.  The rugged west side of the island, home to the mountainous Paps and the Corryvrekan whirlpool,  inspires the peaty styles of Jura, which is why the limited edition Superstition and Prophecy tins are darker and more foreboding, representing the bolder temperament of this side of the island.  

As well as the new colour palates, each tin is embossed with tactile contours that represent the island and have been created to encourage consumers to pick-up and touch the product.  

Completing the bold designs is new information about the expressions, which tells a story about the history and myths of the island, the symbols that adorn each bottle and the flavour of the whisky. These new statements aim to enhance customer understanding of the Jura story and the flavours of the brand.

Stephen Watt, Whyte & Mackay off trade sales director comments: “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 will be supported by a prominent PR and social media campaign over the winter months to raise awareness of the product and promote the brand as an ideal gifting solution.

4 November 2015 - Felicity Murray The Drinks Report, editor