Jura adds two more years!

Single Malt Scotch Whisky establishes Jura 12 Year Old as its entry level whisky, replacing Jura 10 Year Old; and reveals new look that makes buying whisky more accessible

As part of its mission to make whisky drinking more accessible and enjoyable to a wider audience, Jura, the Single Malt Scotch Whisky made on the Isle of Jura by a Scottish island community, has announced that Jura 12 Year Old will become the new entry level whisky to the brand’s aged range, replacing Jura 10 Year Old.

With two additional years of maturation, Jura 12 Year Old is bursting with delicious flavours of peach, citrus and walnut and perfectly encapsulates Jura’s fruity and balanced house style.

The move comes in response to consumer taste tests which showed that substantially more people, including younger and more frequent drinkers love the flavours of Jura 12 Year Old even more than Jura 10.

At the same time Jura has also revealed a new, easy-to-understand pack for its range of single malts, featuring a ‘first of its kind’ taste scale designed to help people easily identify ‘at a glance’ the three key flavours in each of its whiskies.

Research by the brand showed:

• around two thirds of people looking to pick up a bottle of whisky leave empty-handed because choosing a whisky is too confusing
• one of the most important things people want is to have confidence and reassurance about how the whisky will taste
• the overuse of technical terms on pack such as maturation and cask journey, does not always explain how they relate to taste, which is at the heart of a consumer purchase

Jura’s new on pack taste scale aims to reduce this confusion by making it easy to identify ‘at a glance’ the three most prominent fruity and balanced flavours in each bottle of Jura. The scale rates each of the three flavours on strength from zero to six.  For example: Jura 12 Year Old has flavours of Peach rated at 4, Citrus at 3, and Walnut at 3.

Technical information about the whisky has been kept to a minimum on pack, using language that everyone can understand, and leading with flavour. However for those interested in further details on cask journey and maturation, an on pack QR code will take people to the Jura website for more information.

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 also now display a larger age statement, alongside an enhanced bottle silhouette, to make it easy for those who love Jura to identify their favourite whisky. The makeover also heroes Scotland and the Scottish island community who produce Jura whisky from the brand’s beachside distillery.

The brand is also introducing a new travel retail-exclusive range called the Islanders Series. Comprising four expressions: White Oak Cask, 13 Year Old, 16 Year Old and 19 Year Old, the new travel retail range is inspired by the values of Jura’s islanders and features the same design principles as the core domestic range.

Jura 12 Year Old will replace the 10 Year Old on shelves in the UK in October 2025, before being rolled out around the world. The new look Jura pack will be hitting shelves in the UK in September before rolling out globally. The travel-retail exclusive Islanders Series is expected on-shelf in select outlets from October.