Jura Whisky announces that it is taking its remote island home to London – as it reveals that more than 70% of Londoners don’t know where it is, geographically.
While almost half knew of the island’s Single Malt Scotch Whisky, a massive 72.5% of 1,000 Londoners surveyed didn’t actually know where to find it on a map – with 12% thinking it is somewhere in England, 10% thinking it is in Hungary and 14% of those surveyed unable to guess at Jura’s location (Jura surveyed 1,000 Londoners through One Poll).
Now Jura wants to put its island home in the spotlight, giving Londoners a unique chance to explore its incredible coastlines, community, culture and craft without leaving the city – with a new experiential event created in collaboration with immersive art duo Art of Disappearing.
From 13th October, The Isle of the Unexpected invites Londoners to join an interactive, mystery adventure to help a fictional film director, Eric, find the inspiration he needs to finish his script. The answer lies on the island of Jura, which ticketholders can access through a secret door in The Looking Glass bar in Shoreditch. Londoners can expect to discover the island over a dram or two as they are guided by audio headset through physical sets, experience virtual reality flight and hunt for clues.
Nestled in the Inner Hebrides just off the West Coast of Scotland, the isle of Jura is as beautiful as it is remote. It has just one road, one pub, one shop and one iconic distillery, which employs 10% of the island’s population to craft Jura’s single malt whisky. Jura is just over half the size of central London, except with a population of just 200 people, who are vastly outnumbered by over 6,000 deer which roam the island.
This isn’t the first time Jura’s location has caused confusion – in 2013, it made headlines as it fell off Google maps. And while the general population in London might be unsure of its whereabouts, Jura’s remote location and dramatic coastlines have certainly made an impression amongst the cultural community – author George Orwell wrote 1984 while living there and the KLF notoriously burned one million pounds on the island. Jura has also served as a writing retreat for a number of musicians, most recently the Glaswegian band Errors, which wrote tracks for the album Lease of Life there.
People don’t know exactly where on the map you can find us. I’m not surprised as it can take up to 16 hours by train, plane, ferry and car to get from London to Jura and back again – but I’m proud of our award winning whiskies, which are enjoyed across the whole world.
Our island, distillery and community is full of wonderful stories just waiting to be uncovered, and it has inspired many authors and artists over the years. We welcome hundreds of visitors to the island every year, though The Isle of the Unexpected is the next best thing for those who want to discover the different sides of Jura and can’t make the long trip!
– Graham Logan: Jura Distillery manager
The Isle of the Unexpected, 13-15 & 19-22 October, The Looking Glass, 49 Hackney Rd, London E2 7NX, £5 plus 50p booking fee (includes two drams of Jura Whisky)