Jura launches limited edition gift tins in push for Christmas sales
Jura Single Malt is targeting the UK Christmas market with limited edition gift tins for its core range.
The four distinctive designs will be exclusive to the UK off-trade. Each will contain a 70cl bottle of either Origin, Superstition, Diurach’s Own or Prophecy whisky.
All the tins have been crafted to reflect not only the culture and history of Jura, but also the character of the island itself, from the beaches and gentler climes of the east to the legendary and lethal Corryvrekan whirlpool in the west.
Stephen Watt, off trade sales director at Whyte & Mackay, which owns the Jura distillery, 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 Christmas spirits market grew by £30 million in 2015, according to figures from Nielsen. The big winners were American whiskies (+12%), non-cream liqueurs (+9%) and gin (+7%).
However, Scottish whiskies dominate the list of top twenty spirits brands at Christmas, a report in Off-Licence News revealed last year.
The Jura gift tins are available now. White & Mackay will be supporting the release with a PR and social media campaign over the coming months.
The Jura distillery celebrated its 200th birthday in 2010.