Jura has added two years to the age statement of its flagship single malt whisky, as part of a wider restage aimed at broadening the appeal of the brand.
Jura 12 Year Old has become the new entry-level whisky in the brand’s aged range, replacing Jura 10 Year Old.
The decision was taken after consumer testing revealed a preference for the older whisky, which was also seen as more premium, Jura said.
Jura 12 Year Old was “bursting with delicious flavours of peach, citrus and walnut and perfectly encapsulates Jura’s fruity and balanced house style”, it said.
It will sit alongside Jura 14 Year Old and Jura 18 Year Old as the brand’s primary aged single malt expressions.
Jura’s Cask Editions, meanwhile, will continue to sit alongside its age statement whiskies, with a new French Cognac Cask set to roll into Sainsbury’s stores next month. It joins Jura Bourbon Cask and Jura Rum Cask in the Cask Editions lineup.
Packaging refresh
Alongside the switch-up, Jura is also rolling out updated packaging to make its whiskies easier to identify and shop in store.
Each bottle of Jura will display a larger age statement, alongside an enhanced bottle silhouette. Meanwhile a new on-pack “taste scale” aims to reduce confusion by displaying the three most prominent flavours in each expression.
The scale rates each of the three flavours on strength from zero to six. Jura 12 Year Old, for example, has flavours of ‘peach’ rated at four, ‘citrus’ at three, and ‘walnut’ at three.
Changes were driven by research by Jura which showed around two-thirds of people looking to pick up a bottle in store leave empty-handed because choosing a whisky is too confusing.
“If you go into the supermarket now, there’s very few whiskies that are being really clear about what they actually taste like,” said Claire Blackadder, head of brand for Jura. “If you think about other categories and products, if you’re going to consume something, the first thing you want to know is what it’s going to taste like.
“We weren’t being clear enough on our packaging and so we wanted to address that.”
While technical information about the whisky has been kept to a minimum on pack, consumers can learn more about the Jura whisky-making process by scanning a QR code that leads to the brand’s website.
This had allowed Jura to amplify its distinctive brand assets and spotlight key information such as the age statement and flavour profile of the whisky, Blackadder said.
“We wanted to make it really easy for consumers to understand if they’re buying into the cask range, or they’re buying into the age range,” she said. “We wanted to make it much clearer so you can see straight away if it is a 12 Year Old, a 14 Year Old or a Bourbon Cask.”
Jura 12 Year Old will replace the 10 Year Old on shelves in the UK in October 2025. It would sit at a similar price point to the 10 Year Old, but a final rsp had not yet been confirmed, Blackadder said.
The new packaging, meanwhile, will begin to roll out from next month.
No comments yet