New direction for Jura with signature range

By Jo Gilbert

Published: 06 March, 2018

Scottish malt whisky maker Jura has announced a major image overhaul via a bold new signature series.

Jura is putting the phrase “out with the old and in with the new” to the test as of April 1, when the company will release five single malt expressions constructed around a new signature style, along with a complete redesign of the existing range.

Replacing the existing ranges of Origin, Superstition, Diurachs’ Own 16 and Prophecy, the new launches are all based around a combination of Highland and Island styles, balancing smoke with sweetness from maturation in American White Oak ex-bourbon barrels to create a distinctive, ‘signature’ flavour.

Jura Single Malt Whiskies is based on the small island of the same name which sits along the West Coast of Scotland.

Today the company said the introduction of the new range reflects the long-term commitment to advance the position of Jura in the category by appealing to new drinkers, investing in consumer communications, as well as a design rebrand in order to convey a more compelling and premium proposition.

“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,” said Kirsteen Beeston, global head of brand for Jura.

“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.”

Retailing for between £33 and £75 the range climaxes with Jura 18 a 44% ABV single malt whisky matured for eighteen years in American White Oak ex-bourbon barrels and finished in fine red wine casks.

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