Single Malt Scotch Whisky brand Jura have recently unveiled a new look and innovative taste scale in response to research that shows nearly two thirds of people are confused when looking to buy a whisky and leave empty handed.
At the same time, the brand announced that Jura 12 Year Old will replace Jura 10 Year Old, which, with its fruity and balanced flavours, the say will appeal to a wider palate.
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 revealed a new look for its range of single malts, featuring a ‘first of its kind’ taste scale designed to help people quickly and easily identify the three key flavours in each of its whiskies.
At the same time, Jura 12 Year Old will become the new entry level whisky to the brand’s aged range, replacing Jura 10 Year Old.
Bursting with delicious flavours of peach, citrus and walnut, Jura 12 encapsulates Jura’s fruity and balanced house style, and appeals to a wider palate.
Research by the brand also showed that around two thirds of people looking to pick up a bottle of whisky leave empty-handed because choosing a whisky is seen as too confusing.
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.
The single malt also found that the overuse of technical terms on pack, such as maturation and cask journey, does not always explain how they relate to taste; and the most important thing for those looking to purchase a bottle of whisky is to have confidence and reassurance about how the whisky will taste.
In response, the new packaging is flavour-led, and technical information about the whisky has been kept to a minimum – using language that everyone can understand. For those seeking further cask details, an on-pack QR code will take people to the Jura website.
Claire Blackadder, head of brand for Jura, said: “The new look Jura has been redesigned to lead on taste and help make the process of choosing a whisky easier for people.
"We know that buying a whisky can sometimes be baffling and customers often leave a store empty handed. Not everyone is a whisky expert, but they want to know if they are buying a whisky they can enjoy or share with their friends.
"With our new pack and taste scale people will quickly be able to decide whether Jura would suit the occasion.
“On top of that, with Jura 12 Year Old replacing Jura 10 Year Old, people will have the reassurance that they are buying a whisky packed with Jura’s signature fruity and balanced flavours that will 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.
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, which is fully recyclable, will be hitting shelves in the UK in September before rolling out globally.
At the same time, 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.
The travel-retail exclusive Islanders Series is expected on-shelf in select outlets from October.
