Single Malt on Trakke


Jura Whisky challenged Wire to bring its single malt to new audiences, specifically, dabblers, younger than your traditional whisky fan, who could easily feel intimidated by the world of whisky. With Jura’s unique island story in mind, we responded with a tastemaker led campaign. We partnered with up-and-coming adventure brand, Trakke, to put the whisky in front of a new audience, in a completely new way.  

  • The limited edition rucksack sold out completely within a week, putting Jura in the spotlight both on Trakke’s influential channels, and in lifestyle media.

    Coverage generated more than 50 million opportunities to see, appearing in titles including The Telegraph, Shortlist Magazine, GQ and Men’s Health.