Jura Distillery Announces Jura 12 Year Old As New Entry Level Expression, Replacing Jura 10 Year Old
Jura has announced that Jura 12 Year Old will become its new entry level whisky in the brand’s age stated range, replacing Jura 10 Year Old.
Jura claims the move comes in response to consumer taste tests which showed that substantially more people, including younger and more frequent drinkers, love the flavors of Jura 12 Year Old even more than Jura 10.
Jura 12 Year Old is matured in American White oak ex-bourbon barrels for 12 years and finished in Oloroso sherry casks from Jerez, Spain. Bottled at 40% ABV, it’s described as having aromas of “dark chocolate, honey, walnut and soft citrus,” and flavors of “coffee, salted bananas, liquorice, and brown sugar.”
At the same time, Jura has also revealed new packing for its range of single malts, featuring a taste scale designed to help people easily identify at a glance the three key flavors in each of its whiskies. Each bottle of Jura will also now display a larger age statement, alongside an enhanced bottle silhouette to make it easier to identify.
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.
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 Jura packing 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.
Source: Jura.