|
Jura has
announced that Jura 12 Year Old will now
serve as the brand’s new entry-level
whisky within its core age-statement
range, replacing Jura 10 Year Old, they
are also introducing a refreshed,
simplified packaging design across their
single malt range.
Jura has announced that Jura 12 Year Old
will now serve as the brand’s new
entry-level whisky within its core
age-statement range, replacing Jura 10
Year Old, which is being discontinued.
The decision follows extensive consumer
taste tests, which revealed that a clear
majority—including younger and more
frequent whisky drinkers—prefer the
flavour profile of Jura 12 Year Old over
Jura 10.
Alongside this change, Jura is
introducing a refreshed, simplified
packaging design across its single malt
range. Central to the update is a
pioneering taste scale, created to help
consumers quickly and easily identify
the three key flavours in each whisky.
Research conducted by Jura highlighted
several barriers for whisky buyers:
- Nearly
two-thirds of shoppers who consider
purchasing whisky leave without
buying, due to the category being
too confusing.
- Consumers
want more confidence and clarity
about how a whisky will taste before
making a purchase.
- Technical
jargon such as "maturation" or "cask
journey" often fails to convey what
really matters—flavour.
The new on-pack
taste scale aims to solve these
challenges by clearly displaying the
three most prominent flavour notes in
each expression, each rated from zero to
six in intensity. For example, Jura 12
Year Old is described with Peach (4),
Citrus (3), and Walnut (3).
To keep the focus on flavour, technical
details have been pared back and
explained in simple, accessible
language. For those who want to dive
deeper into cask journey and maturation,
a QR code on the packaging directs
consumers to the Jura website.
Claire Blackadder, Head of Brand for
Jura, explained: "Making whisky that
people love and can enjoy is at the
heart of what we do. Consumers tell us
they love Jura 12 even more than Jura
10, and we are thrilled that our teams
have worked hard to make that happen and
we can now bring Jura 12 to more people
in more places. Those additional two
years in cask enhance Jura 12’s depth
and character, making it more appealing
to new customers and gifters alike.
"The new look pack has been designed to
help make the process of choosing a
whisky easier and more accessible for
customers. People tell us that buying a
whisky can be baffling, and with the
overuse of technical terms customers
often leave a store empty handed. Not
everyone is a whisky expert, and the
most important thing people want to know
is what the whisky will taste like. With
our new pack redesign and taste scale,
customers will easily be able to decide
whether Jura would suit the occasion,
and have the confidence that they are
buying a whisky packed with Jura’s
signature fruity and balanced flavours
that appeal to many."
Each bottle of Jura will now feature a
more prominent age statement and a
refined bottle silhouette, making it
easier for loyal fans to spot their
favourite expression. The updated design
also pays tribute to Scotland and the
island community behind Jura, whose
beachside distillery continues to craft
the whisky.
In addition, Jura is unveiling a new
travel retail–exclusive collection: the
Islanders Series. The range consists of
four expressions—Jura White Oak Cask,
Jura 13 Year Old, Jura 16 Year Old, and
Jura 19 Year Old—each presented in the
same contemporary design style as the
domestic range.
Jura 12 Year Old will officially replace
Jura 10 Year Old in the UK from October
2025, with a global rollout to follow,
so if do enjoy the the Jura 10 now is
the time to stock up. The redesigned
Jura packaging will arrive on UK shelves
this month, September, before being
introduced to other markets worldwide.
The Islanders Series will debut in
select travel retail outlets from
October.
With Jura 12 Year Old now taking the
lead in the age-statement range, the
no-age-statement Jura Bourbon Cask will
remain part of the line-up and will also
feature the new, more accessible
packaging design.
You will find the current
Jura whisky range available from specialist online whisky
shops such as
The Whisky Exchange
and
Master of Malt
|
