Jura goes smoky as it ditches line extension for Signature Series

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Location: Scotland

Jura Single Malt Whisky is going the whole hog with its latest launch, as it introduces not one, not two, but five products this April.

The priciest variant in the new series

Marking a signature style shift, Jura has gone all smoky with its new range, Signature Series, replacing existing Origin, Superstition, Diurachs’ Own 16 and Prophecy in the process.

The new and improved variants have all been matured in American white oak ex-bourbon barrels in an attempt to see the Highland and Island harmonise.

It’s not just the liquid that has undergone somewhat of a transformation, the range has been given a proverbial lick of paint thanks to investment money from Whyte & Mackay.

‘Jura is on the brink of something quite remarkable,’ Kirsteen Beeston, global head of brand for Jura, said. ‘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.’

So, what are these new whiskies we hear you cry? In ascending price order, we have Journey, Jura 10, and Jura 12 all coming in at 40%. Pricier variants Seven Wood and Jura 18 are bottled at 42% and 44% respectively.

‘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,’ Beeston added.


In the company’s own words:

Journey – gold with a refined balance of rich fruit and gentle smoky notes. Aroma of vanilla; citrus to taste; toffee fudge to finish. RRP: £33.00

Jura 10 – Matured 10 years with an aged oloroso sherry cask finish. Copper gold with a rich and rounded balance of subtle smoky notes with a sweet Sherry cask finish. Aroma of dark chocolate; nectarines to taste; ground coffee to finish. RRP: £38.00

Jura 12 – Matured for 12 years in aged oloroso sherry casks. Golden hue with a rich and indulgent balance of subtly smoky notes with a sweet sherry cask finish. Aroma of chocolate; liquorice to taste; soft smoke to finish. RRP: £45.00

Seven Wood – Matured in seven select French oak and first fill American White Oak ex-bourbon barrels. Mahogany gold with a rare tropical richness and a hint of smoke. Aroma of peach; candied orange to taste; subtle smoke to finish. RRP: £59.00

Jura 18 – Matured for 18 years in American White Oak ex-bourbon barrels with a finish in fine red wine casks. Rosewood in colour with a rich and full-bodied red wine finish and refined smoky notes. Aroma of toffee; black forest fruits to taste; bitter chocolate to finish. RRP: £75.00

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Holly Motion

Holly is the newest addition to Imbibe team. With just over three years’ global drinks writing experience, the UK on-trade now has her undivided attention. She's partial to a Bramble or a peated whisky, and says the list of wine favourites is far too long to list. She's in the right place.

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