Scottish whisky producer Jura has announced it will discontinue its 10-year-old expression in favor of a new 12-year-old single malt, citing consumer preference and improved flavor profile as key drivers behind the change.
The launch coincides with the unveiling of a new packaging design for the island distillery.
Jura 12 Year Old Offers Enhanced Flavor Profile
The new Jura 12 Year Old features two additional years of maturation compared to its predecessor. According to official tasting notes, the whisky delivers flavors of peach, citrus, and walnut. The company conducted consumer taste tests that revealed significantly more people preferred the 12-year-old expression over the 10-year-old, including younger drinkers and those who consume whisky more frequently.
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READ THE STORYThe extended aging period enhances what Jura describes as its “fruity and balanced house style.” The whisky maker has not announced pricing for the new expression, which will begin appearing on UK shelves in October 2025 before expanding to international markets.
Claire Blackadder, Head of Brand for Jura, stated: “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.”
New Packaging System for Jura Addresses Consumer Confusion
Alongside the new expression, Jura has redesigned its entire product packaging to address what research identified as widespread consumer confusion in the whisky aisle. The company’s studies found that approximately two-thirds of potential whisky buyers leave stores empty-handed due to difficulty choosing a product.
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The redesigned bottles feature what Jura calls a “first of its kind” taste scale that rates three primary flavors on a scale from zero to six. For Jura 12 Year Old, the scale shows peach rated at 4, citrus at 3, and walnut at 3. Technical terminology has been minimized on packaging, with QR codes directing interested consumers to detailed information online.
“The new look pack has been designed to help make the process of choosing a whisky easier and more accessible for customers,” continues Blackadder. “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 flavours that appeal to many.”
The new packaging also includes larger age statements and enhanced bottle silhouettes to improve shelf visibility. The redesign emphasizes the whisky’s Scottish island origins and the community that produces it at Jura’s beachside distillery on the Isle of Jura.
New Global Travel Retail Range
The company is simultaneously launching a travel retail-exclusive range called the Islanders Series, featuring four expressions: White Oak Cask, 13 Year Old, 16 Year Old and 19 Year Old. These travel retail offerings will incorporate the same simplified design principles as the core range.
The new-look packaging will appear in UK stores beginning September 2025, with the Jura 12 Year Old replacing the 10-year-old expression the following month. The Islanders Series is expected in select travel retail outlets from October.
