Whyte & Mackay rolls out new range of Jura whiskies
Jura Single Malt Whisky has unveiled a new range of whiskies which marks the biggest launch in its history.
The range, which is set to roll out from April 2018, comprises five single malt expressions constructed around a new signature style. The Jura Signature Series whiskies are described as having “subtle smoke at their heart”, which is then complimented by a sweetness from maturation in American White Oak ex-bourbon barrels. This character sees Highland and Island styles combine to create a “distinctive and welcoming flavour”, according to brand owner Whyte & Mackay.
The introduction of this new range also signified a long-term commitment to advance the position of Jura in the category and to appeal to new drinkers. The launch is supported by a marketing campaign with the strapline ‘A Long Way from Ordinary’, which tells the unique story of Jura, its location, community and its whisky.
Kirsteen Beeston, global head of brand for Jura, said: “Jura is on the brink of something quite remarkable and we have taken the opportunity to build this into our thinking across every facet of the brand and product. The new style of whisky was the first step on this journey and one which we feel is a huge step forward in terms of flavour and product consistency. There is so much richness with Jura and we ow confidently feel we have landed on a proposition with real consumer resonance and a range of whiskies with strong appeal.”
Alongside the new whisky style, the entire range has been redesigned for a more refined, premium and stylish presentation, which Whyte & Mackay said is a further sign of its commitment and investment into the category and brand.
The new range comprises Journey (rsp: £33), a single malt whisky matured in American White Oak ex-bourbon barrels; Jura 10 (rsp: £38), a single malt whisky matured in American White Oak ex-bourbon barrels for 10 years with an aged Olorosso Sherry cask finish; Jura 12 (rsp: £45), this is like Jura 10 but aged for 12 years; Seven Wood (rsp £59), a single malt whisky crafted in seven select French oak and first fill American White Oak ex-bourbon barrels; Jura 18 (rsp: £75); single malt whisky matured for 18 years in American White Oak ex-bourbon barrels with a finish in fine red wine casks.
These will replace the existing range of Origin, Superstition, Diurachs’ Own 16 and Prophecy.