Whyte & Mackay is to release an entirely new range of single malts for its Jura whisky featuring a new signature style.
Described as a “new dawn” for the brand, the Jura Signature Series comprises five single malt expressions, all with subtle smoke at their heart 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 flavour described as “welcoming” and designed to appeal to new whisky drinkers.
Available in the UK from April, the range has been redesigned for a more refined, premium and stylish presentation, with price points in retail from £33 to £75. It will replace the existing range of Origin, Superstition, Diurachs’ Own 16 and Prophecy.
The new range is led by Journey, at 40% ABV, which is amber gold with the aroma of vanilla. It has a refined balance of rich fruit and gentle smoky notes, with citrus to taste and toffee fudge to finish.
Jura 10, also at 40% ABV, has been finished in aged oloroso sherry casks after 10 years in the American white oak ex-bourbon barrels. It is copper gold with a rich and rounded balance of subtle smoky notes and a sweet sherry cask finish. With aromas of dark chocolate, it has notes of nectarines to taste and ground coffee to finish. It was launched exclusively in the US last year, going on to win awards.
Jura 12, at 40% ABV, has also been finished in aged oloroso sherry casks after 12 years in the ex-bourbon barrels. It is golden in colour with a rich and indulgent balance of subtly smoky notes with a sweet sherry cask finish. With aroma of chocolate, it has liquorice notes to taste and soft smoke to finish.
Seven Wood, at 42% ABV, is a single malt crafted in seven French oak and first-fill American white oak ex-bourbon barrels. Mahogany gold with a rare tropical richness and a hint of smoke, it has an aroma of peach, with notes of candied orange to taste and subtle smoke to finish.
Jura 18, at 44% ABV, is a single malt whisky finished in red wine casks after 18 years in the American white oak ex-bourbon barrels. It is rosewood in colour with a rich and full-bodied red wine finish and refined smoky notes, with aroma of toffee and notes of black forest fruits to taste plus bitter chocolate to finish.
The launch is supported by a consumer campaign titled “A Long Way From Ordinary” which tells the rich and unique story of Jura, its location, its community and its whisky.
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 which 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.”
A new range of exclusive whiskies has also been created for global travel retail.
Established in 1810 on the isle of Jura in the Inner Hebrides, the distillery fell into disrepair and closed in 1901. In 1963, after years of economic depression, it was rebuilt by islanders to revive the local economy.