Jura is replacing its 10 Year Old Single Malt with a 12 Year Old expression as the new entry point to its aged range, adding two more years of maturation and unveiling a new pack design aimed at making whisky easier to shop.
The move follows consumer taste tests which showed Jura 12 Year Old was preferred by a wider audience, including younger and more frequent whisky drinkers. The new expression features flavours of peach, citrus and walnut, and is described by the brand as a fuller representation of Jura’s fruity and balanced house style.
To support the change, Jura has introduced a redesigned pack across its single malt range, featuring a simplified flavour scale that highlights the three most prominent notes in each whisky. The scale rates each flavour from zero to six, with Jura 12 Year Old showing peach at four, citrus at three and walnut at three.
The new pack also features a larger age statement and an enhanced bottle silhouette, alongside a QR code linking to further information for those interested in technical details such as cask journey and maturation.
Jura’s research found that around two-thirds of shoppers leave stores without buying whisky due to confusion over flavour and terminology. The new design aims to address this by focusing on taste and simplifying language.
Jura 12 Year Old will replace the 10 Year Old in the UK from October 2025, with the new pack designs rolling out from September.
