Jura single malt whisky claims it is democratising the whisky tasting experience by giving fans the chance to identify and write the tasting notes for its iconic malt range, as part of a new campaign.
The campaign will run across social media, on and off-trade outlets, travel retail, and at the annual Jura Whisky Festival, which takes place on the island of Jura, off the west coast of Scotland, from 28-29 May 2014.
Jura worked with Holler to develop an interactive tasting survey which will be hosted on the Jura website. Jura will be engaging with consumers via social media to encourage them to identify all the flavours they can taste in the single malt and submit them to the survey. Their submissions will be transformed into bold infographic imagery that will feature across the brand’s social channels.
Holler has also created a social outreach programme that will see influencers from the worlds of fashion, food and music come together to document their own whisky tasting experience. Their flavour suggestions will be brought to life at the Jura Festival by food art curator Miss Cakehead with a specially commissioned interactive installation.
All of the tasting notes submitted will be entered into a prize draw and the winner will get an exclusive trip to the remote island for the Jura Whisky Festival in 2015. The winner will be announced in September.
Bob Dalrymple, global marketing controller at Whyte & Mackay, the owner of the Jura brand, said: “Rather than dictating to consumers, and telling them what they should be tasting, Jura wants to behave differently. We believe our whisky is something to be enjoyed and shared, not a point in some kind of journey towards someone else’s idea of connoisseurship. Whether your preference is sweet whisky or smoky whisky, Jura makes some terrific liquids that we are very proud of. We want consumers to drink it how they want, and tell us what flavours they taste.”