Jura 10 Year Old will be no more. In its place comes Jura 12 Year Old, now the brand’s entry-level expression.
Two more years in oak, a clearer identity on the shelf, and a whisky that’s easier to buy, easier to understand, and easier to love.
Why the change?
On paper, it looks simple. Jura adds two more years, gets a bit more peach, a bit more citrus zest, a soft nutty hum, and calls it a day. But this isn’t just about age statements. It’s about making whisky feel less like homework and more like something anyone can pick up and enjoy.
Because here’s the truth: whisky geeks might love a deep dive into cask regimes, but the majority of people buying whisky, especially in supermarkets, don’t. Not that we won’t stop trying to convert them. Join us… Join us…
Anyway, Jura’s research found two-thirds of shoppers leave the aisle empty-handed, not because they don’t want whisky, but because the language and packaging are baffling to them.
The new Jura 12 Year Old
The makeover
So Jura has gone big. Out goes the slightly muted look, in comes a bold new design. Colours that stand out, an age statement you can’t miss, and a taste scale. Each whisky now shows its three key flavours, rated from zero to six.
For Jura 12, it’s Peach (4), Citrus (3), and Walnut (3). The kind of thing you could understand even if you’ve never sipped whisky before. You know what a peach tastes like. You have at least an idea of what to expect from a walnut.
The distillery also found that consumers in blind taste tests overwhelmingly preferred the 12 to the 10.
Younger drinkers, gift buyers, and seasoned whisky fans alike found the extra time in oak gave Jura more depth without losing its fruit-forward DNA. Add the sharper look and the easy flavour guide, and suddenly Jura feels more confident about who it is.
What do you think?
Jura 12 Year Old and beyond
It’s not just the 12. Travel retail is getting a shiny new Islanders Series, with White Oak Cask, 13-, 16-, and 19-year-old expressions. The whole domestic range is getting the same treatment too: bigger age statements, simpler tasting cues, and less of the technical jargon that can feel like a gate being shut in newcomers’ faces.
The distillery isn’t trying to be something it isn’t. It’s doubling down on what it does best: light, fruity, balanced whisky that’s easy to drink and easier to understand.
Jura 12 Year Old is hitting UK shelves this autumn, with the new look rolling out globally.
It’s still made in that one distillery, on that one remote island with one road and far too many/not enough/the right amount of deer. But now it feels like a whisky that knows how to explain itself.
