As part of its mission to make whisky drinking more accessible, Jura, the Single Malt, 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 has flavours of peach, citrus and walnut and 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.
“Making whisky that people love and can enjoy is at the heart of what we do," said Claire Blackadder, Head of Brand for Jura, explained: 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.
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.