The Whyte & Mackay-owned brand is working with agency Holler as part of a new campaign to give fans the chance to identify and write tasting notes for its malt range. It will run across social media, on and off-trade outlets and travel retail.
Food art curator Miss Cakehead has been tasked with creating the installation, which will go on display at the Jura Tastival Event on 28 and 29 May on the Isle of Jura, located off the west coast of Scotland.
Holler has 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, which will be brought to life through the installation at the Jura Festival.
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.
Bob Dalrymple, global marketing controller at Whyte & Mackay, 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."
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