The new whiskies are set to roll out in the on-trade from April 2018, and will replace the existing range of Origin, Superstition, Diurachs’ Own 16 and Prophecy.
The new range comprises five single malt expressions constructed around a new signature style. With subtle smoke at their heart, the Jura Signature Series whiskies are complemented by a sweetness from maturation in American white oak ex-Bourbon barrels. This character sees Highland and Island styles combine to create a distinctive, welcoming flavour.
Alongside the new whisky style, brand owner Whyte & Mackay has redesigned the entire range for a more refined and stylish presentation, as it seeks to appeal to new drinkers and create a more premium presentation to the Jura brand.
The new whiskies are:
- Journey (40% ABV): Single malt whisky matured in American white oak ex-Bourbon barrels.
- Jura 10 (40% ABV): Single malt whisky matured in American white oak ex-Bourbon barrels for 10 years with an aged Oloroso sherry cask finish.
- Jura 12 (40% ABV): Single malt whisky matured in American white oak ex-Bourbon barrels for 12 years with a further enhancement from the finest aged Oloroso sherry casks.
- Seven Wood (42% ABV): Single malt whisky crafted in seven select French oak and first-fill American white oak ex-Bourbon barrels.
- Jura 18 (44% ABV): Single malt whisky matured for 18 years in American white oak ex-Bourbon barrels with a finish in fine red wine casks.
Commenting on the launch and new direction, Kirsteen Beeston, global head of brand for Jura, said: “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.
“The new style of whisky was the first step on this journey and one that 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."
The whiskies will be priced from between £33 and £75 a bottle.