Jura is encouraging drinkers to use its pioneering taste scale on its 12 Year Old Single Malt whisky to help consumers choose the right dram for Burns Night celebrations. The UK’s number one award-winning 12 Year Old Single Malt features a rating system that showcases the strength of its three key flavours on a scale from 0-6.
The innovative labeling displays peach (4), bright citrus (3), and lightly toasted walnut (3) as the whisky’s primary flavor profiles.
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This approach “takes the guesswork out of choosing” according to the brand, allowing consumers to understand the whisky’s taste profile before purchase.
The single malt has been crafted on the Scottish island of Jura since 1810 by the local island community.
Jura describes the whisky as being “shaped by people, memories and shared moments.”
For Burns Night celebrations, the brand suggests serving the whisky neat for traditionalists or in a Jura Scottish Island Iced Tea cocktail.
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The cocktail recipe combines 40ml Jura 12 Year Old with 50ml peach tea, 15ml lemon juice, and 10ml sugar syrup.
After shaking with ice and straining into a glass filled with fresh ice, the drink is topped with ginger ale and garnished with thyme and apricot.
The taste scale represents a new approach to whisky marketing, addressing consumer uncertainty when selecting single malts.
Burns Night, celebrated annually on January 25th, commemorates Scottish poet Robert Burns and traditionally features whisky as a central element of the festivities.
The occasion drives significant whisky sales across the UK as consumers seek appropriate drams for traditional toasts and celebrations.
Jura 12 Year Old is available at major UK retailers, including ASDA, Co-op, Morrisons, and Tesco, as well as specialist retailers Master of Malt and The Whisky Exchange.
The whisky carries a recommended retail price of £41.
