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.
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We invited the bag makers to visit the island. With just one road, one pub and one iconic distillery, Jura is as beautiful as it is remote - the perfect place for adventure minded craftspeople to roam and gather inspiration. The resulting Jura bag encapsulated the spirit of the island, and the whisky, by incorporating the following bespoke details:
- Copper rivets, a nod to the distillery’s tall, copper stills
- Smoky waxed cotton to represent Jura’s peatier expressions, and dyed to match the natural lichen found on the island
- Deer-hide zip details, denoting the island’s 5,000 strong population of deer and
- A volume of 20 litres in volume, the approximate amount of ‘Angel’s Share’ lost from a cask of Jura each year.
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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.