A fresh direction for Scotch whisky after major rebrand
AN entirely new range of Jura single malt whiskies is set to be released in what owner Whyte & Mackay said is the biggest launch in the brand’s history.
The new Jura ‘signature series’ will be rolled out from April and replace the existing range of Origin, Superstition, Diurachs’ Own 16 and Prophecy.
Each of the five new single malts is based around a new signature style, which combines “subtle smoke” and sweetness from maturation in American white oak ex-bourbon barrels.
The new range comprises Journey – an amber gold whisky with a “refined balance of rich fruit”; Jura 10 and Jura 12 – both of which have been finished in Oloroso sherry casks; Seven Wood – aged in seven French oak and first-fill American white oak ex-bourbon barrels; and Jura 18, which has a red wine cask finish and tasting notes of bitter chocolate and black forest fruits.
There is so much richness with Jura, we now feel we have a range of whiskies with strong appeal.
Redesigned packaging has been unveiled for the new range; and the ‘A Long Way From Ordinary’ marketing campaign will endeavour to tell the story of the west coast island, its community and whisky.
Kirsteen Beeston, global head of brand for Jura, said the relaunch signifies a “new dawn” for Jura.
“Jura is on the brink of something quite remarkable and we’ve taken the opportunity to build this into our thinking across every facet of the brand and product,” she said.
“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 now confidently feel we have landed on a proposition with real consumer resonance and a range of whiskies with strong appeal.”