(Credit: Richard Thomas)
Scotch company Whyte & Mackay has announced that they are upgrading the Jura line, made on the same island that George Orwell did so much of the work for his landmark novel 1984. Starting in October 2025, Jura 10 Year Old Single Malt will be discontinued and replaced with Jura 12 Year Old Single Malt.
Claire Blackadder, Head of Brand for Jura, explained, “Making whisky that people love and can enjoy is at the heart of what we do. 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.
“The new look pack has been designed to help make the process of choosing a whisky easier and more accessible for customers. People tell us that buying a whisky can be baffling, and with the overuse of technical terms customers often leave a store empty handed. Not everyone is a whisky expert, and the most important thing people want to know is what the whisky will taste like. With our new pack redesign and taste scale, customers will easily be able to decide whether Jura would suit the occasion, and have the confidence that they are buying a whisky packed with Jura’s signature fruity and balanced flavors that appeal to many.”
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.
