Whisky’s sunny side

The serve mixes Jura 10 and Aperol

Whyte & Mackay is encouraging pubs and bars to incorporate its Jura single malt whisky into summer drinks as it launches a new marketing drive.

The Say Hello to Jura campaign, which will run until September, has been described as an invitation to discover what life is like on the small Inner Hebridean island and “inspire new drinkers from across the whisky category to explore Jura’s accessible style of whiskies”.

The suggested serve for on-trade venues, Jura Sunset, combines Jura 10 Year Old and Aperol, topped with premium tonic water.

POS items will be available to help increase rate of sale, while the serve will also be supported via digital advertising.

At the core of the wider campaign is a 90-second ad, which features some of Jura’s 212 residents and celebrates its one road, one pub and one distillery. It will be shown pre-film in over 220 UK cinemas.