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Psyched Out On Jura — Dramming
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Psyched Out On Jura

by Oliver Klimek on February 23, 2012

It’s Mystical Month in whisky marketing! First mighty Thor swings his hammer, then Jura teams up with a tabloid psychic who analyzes doodles for a giveaway of Jura Prophecy.

In a rather cynical article the guys from the Edinburgh Whisky Blog are suspecting the Sun/Rupert Murdoch connection to be the reason for her high rate of success. Frankly, I don’t care if the lady in question works for the Sun or the MI 5. What I do care about is the move from tounge-in-cheek mysticism – at least this is how I have understood this so far – to el-cheapo occultism. I wonder if the Whyte & Mackay management also uses tarot cards, crystal balls and coffee grounds to analyze their sales figures.

If this stunt is supposed to be tongue-in-cheek as well, why do they use a person who claims to be a real psychic? Wouldn’t that be cynical towards her?

If this is indeed meant seriously: Get a life!

Oh dear, what happened to whisky marketing? With stunts like this I almost long back to the good old days of bagpipes and mist-shrouded castles that brought Scotch whisky to where it is now. If there is a God of Whisky: Please save us from marketing departments desperately looking for things that haven’t been done yet to whisky!

{ 3 comments… read them below or add one }

Steffen Bräuner February 23, 2012 at 5:41 pm

Yeah, what happened to good old fashioned hot girls in skimpy clothes





Oliver Klimek February 23, 2012 at 5:46 pm

Good one, Steffen! Well, the Scottish have the Ardbeg land girls 😉


kallaskander February 24, 2012 at 12:03 pm

Hi there,

well, there are always the Johnnie Walker Journey Ladies.

I see a trend in whisky marketing to sell more stories than whisky. Stories which pull the focus away from the whisky towards fancy storytelling and fancy packaging. Very expensive stories and packaging in most cases.

And then there are the new media everbody is told to utilize because they are the future. Mix that in a big mash tun put in some yeast and a few hours later you can dish out ideas and marketing concepts like this one with a ridiculously big laddle.

Whisky is becoming a big show very fast these days.



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