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Brand Profile: Isle of Superstition

Posted on  | November 13, 2012   Bookmark and Share
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Jura Scotch Whisky on fall promotion and new expression

Off the west coast of Scotland, the small isle of Jura is shrouded in superstition. The island is home to fewer than 200 people, and about 5,000 deer. There are superstitions about when to cut peat, how to position haystacks and, not surprisingly, how to consume whisky. In fact superstition is not just a feature of island lore, but also a whisky in the award-winning Isle of Jura single malt portfolio.

After a successful UK promotion, this fall the Finding Superstition Sweepstakes has sought to capture American imaginations. Fans of legal drinking age who visit jurawhisky.com/superstitionsUSA are invited to register as a Diurach and search for 13 “superstitions” hidden around the site. “Diurach” is the Gaelic world for a person of Jura. Jura single malt enthusiasts and curious travelers alike have the opportunity to register to be an honorary islander and receive news and special exclusive access to Jura. The competition runs through November 9th with a grand prize winner selected randomly from those that locate all 13 “superstitions” to win a five-day, four-night trip for two to experience the isle of Jura. Weekly prize drawings offer participants Jura merchandise.

Coinciding with the Finding Superstition Sweepstakes, “we have a national window initiative using contest creative featuring Superstition,” says Dawn Lambert, Americas marketing director at Whyte & Mackay. “The idea was to promote with the windows in a lead-up to Halloween, in September and October.” Windows displays in San Francisco, Los Angeles, Chicago, Boston, Miami, New York and New Jersey invoke a sense of Jura and celebrate the ways superstition contributes to the unique single malts. Off-premise accounts are promoting the sweepstakes with entry forms, as are on-premise bars and restaurants that carry Jura.

New Kid on the Block

Jura’s core range of whiskies includes Origin 10 YO; Superstition; Diurachs’ Own 16 YO; and Prophecy. But a new addition is being added—21 YO echoes the classic bottling which was made for Jura’s bicentennial and released in 2010. Notes of maraschino cherries, licorice and citrus fruits come through, while the finish is of bittersweet chocolate and walnuts. 21 YO was awarded a gold medal at the 2012 San Francisco World Spirits Competition. Lambert says that the first shipments are arriving this month.

The new 21YO is a fitting addition to the Jura range, where every bottling has special significance for the island and its people. The spirit of the distillery’s founding in 1810 lives on in every drop. “The largest markets for Jura are, unsurprisingly, California, New York and New Jersey, and we are ahead overall in the U.S. over last year,” says Lambert. The diversity in offerings means that there is a flavor profile to suit most Scotch fans.

Jura, its Diurachs and its Scotch whiskies are uniquely touched by prophecies and superstitions. One superstition holds that the Jura whiskies promise good fortune to those that enjoy a dram—particularly if one knocks wood before partaking. And good fortune and fine whiskies are a winning combination every time.


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