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In a category that's incredibly busy, the ability to stand out can be the difference between success and failure. Quality cues and tasting notes can get you so far, but when industry wide research highlights a clear disconnect between people who consume whisky, and how much they actually understand about the intricacies of how it is made, you need to think outside the box - literally. Enter, Jura Perspective No. 01. this new, limited release changed the game in the world of whisky, building on what everyone knew was important - even if they didn't understand it - and housing it in a unique, creative packaging design that was incredibly effective in terms of uplift, share of voice, sales and just about every other metric.