{"id":82007,"date":"2025-09-02T13:19:25","date_gmt":"2025-09-02T12:19:25","guid":{"rendered":"https:\/\/www.dutyfreehunter.com\/blog\/?p=82007"},"modified":"2025-09-02T13:20:00","modified_gmt":"2025-09-02T12:20:00","slug":"jura-unveils-duty-free-exclusive-islanders-series-of-4-whiskies","status":"publish","type":"post","link":"https:\/\/www.dutyfreehunter.com\/blog\/jura-unveils-duty-free-exclusive-islanders-series-of-4-whiskies\/","title":{"rendered":"JURA unveils duty-free exclusive Islanders Series of 4 whiskies"},"content":{"rendered":"

Jura Distillery is launching a travel retail-exclusive range called the Islanders Series, which will be available in select outlets from October.<\/p>\n


\nJura 10 Year Old has been replaced by a 12-year-old whisky. The brand says the additional two years of maturation add notes of \u2018\u200b\u200bpeach, citrus and walnut\u2019 that encapsulate its \u2018fruity and balanced\u2019 house style.<\/p>\n

The decision was made following consumer taste tests, which found that more people \u2013 and, in particular, more younger people and more frequent drinkers \u2013 preferred the 12-year-old to the younger expression.<\/p>\n

Jura 12 Year Old will hit shelves in the UK in October, before being rolled out globally shortly after.<\/p>\n

\"\"

The rebrand<\/strong><\/p>\n

The redesign has been led by accessibility, helping consumers to understand each whisky\u2019s tasting notes. This includes a \u2018first of its kind\u2019 taste scale that identifies each expression\u2019s three key flavours.<\/p>\n

Jura\u2019s research found that around two-thirds of people looking to buy a bottle of whisky leave empty-handed because choosing a whisky is too confusing.<\/p>\n

It also discovered that the most important things when shopping are having confidence and reassurance about how a whisky will taste.<\/p>\n

Conversely, technical terms such as \u2018maturation\u2019 and \u2018cask journey\u2019 were found to be overused and didn\u2019t help consumers understand taste.<\/p>\n

Speaking ahead of the launch, Jura\u2019s senior global brand manager Craig Black explained: \u201cThe majority of people who buy whisky in the UK are not seasoned whiskey drinkers. They are looking for three key things. Number one: how is it going to taste? I want to know that it\u2019s going to taste nice. Number two: I want some reassurance that this is coming from a place I can trust. And number three: how old is it?\u201d<\/em><\/p>\n

The new bottle design, created by Stranger & Stranger, features the three most prominent flavours in each expression, which are then rated on a scale from zero to six.<\/p>\n

For example, Jura 12 Year Old is identified as having notes of peach (four out of six), citrus (three) and walnut (three).<\/p>\n

Technical information on-pack has been limited, although those interested in further details can scan a QR code.<\/p>\n

\"\"

Claire Blackadder, head of brand, said: \u201cMaking whisky that people love and can enjoy is at the heart of what we do. Consumers tell us they love Jura 12 even more than Jura 10, and we are thrilled that our teams have worked hard to make that happen and we can now bring Jura 12 to more people in more places.<\/em><\/p>\n

\u201cThose additional two years in cask enhance Jura 12\u2019s depth and character, making it more appealing to new customers and gifters alike.<\/em><\/p>\n

\u201cThe new-look pack has been designed to help make the process of choosing a whisky easier and more accessible for customers. People tell us that buying a whisky can be baffling, and with the overuse of technical terms, customers often leave a store empty-handed. Not everyone is a whisky expert, and the most important thing people want to know is what the whisky will taste like.<\/em><\/p>\n

\u201cWith our new pack redesign and taste scale, customers will easily be able to decide whether Jura would suit the occasion, and have the confidence that they are buying a whisky packed with Jura\u2019s signature fruity and balanced flavours that appeal to many.\u201d<\/em><\/p>\n

The packaging now features a larger statement to help consumers identify each whisky.<\/p>\n

The design also heroes Scotland and, in particular, Jura\u2019s home island and its community. Black added: \u201cThe design concept we chose was called \u2018fabric of the island\u2019. This was about taking real inspiration from the island of Jura itself.\u201d <\/em>For instance, the bottle boxes feature texture inspired by the island\u2019s topography and sea spray.<\/p>\n

The new packaging will be rolled out in the UK from September, with a global release to follow.<\/p>\n

The Islanders Series<\/strong><\/p>\n

The distillery is also launching a travel retail-exclusive range called the Islanders Series, which will be available in select outlets from October.<\/p>\n

Featuring four expressions \u2013 White Oak Cask, 13 Year Old, 16 Year Old and 19 Year Old \u2013 the collection is inspired by the \u2018values of Jura\u2019s islanders\u2019 and features the same design principles as the core range.<\/p>\n

\"\"

Jura Distillery is launching a travel retail-exclusive range called the Islanders Series, which will be available in select outlets from October.<\/p>\n","protected":false},"author":4,"featured_media":82009,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2597,535,1,477,7099,7097],"tags":[69,39,16690,16691,2780,16688,2779,47,16689,216,103,3632],"class_list":["post-82007","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-selling-brands-in-duty-free","category-duty-free-retailers","category-latest-news","category-latest-promotions-in-duty-free","category-spirits","category-wines-spirits","tag-duty-free","tag-dutyfree","tag-jura-12-year-old","tag-jura-distillery","tag-jura-duty-free","tag-jura-the-islanders-series","tag-jura-whisky","tag-malt-whisky","tag-the-islanders-series","tag-travel-retail","tag-whisky","tag-whyte-mackay"],"acf":[],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/82007","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/comments?post=82007"}],"version-history":[{"count":5,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/82007\/revisions"}],"predecessor-version":[{"id":82080,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/82007\/revisions\/82080"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media\/82009"}],"wp:attachment":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media?parent=82007"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/categories?post=82007"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/tags?post=82007"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}