Jura Introduces a Brand-New Entry-Level Whisky, Replacing a Classic Favorite

Monday, 01 September 2025 at 07:01

Jura Distillery is transforming the familiar Jura 10 Year Old. The whisky isn't just getting a new look; it's also getting older. The single malt is making a leap as it will now be bottled at 12 years old.

FAQ

Which whisky is being replaced by Jura?
The Jura 10 is disappearing, and the Jura 12 will take its place as the distillery's base model.

What's new about Jura's packaging?
The packaging now features a flavor compass.

What else is coming?
That will hit British stores in September, followed by a worldwide release.

Jura 10 Year Old makes way for a new bottle

Jura Distillery is changing course. The familiar Jura 10 Year Old is being discontinued as the base model and is giving way to a new age identifier: Jura 12 Year Old.

By moving from 10 to 12 years, Jura is opting for a bit more maturity in the glass. The distillery views the 12-year-old single malt whisky as a richer, more mature entry-level whisky that better aligns with the rest of the Scotch distillery's whisky portfolio.

The new Jura 12 Year Old will be available in the UK from October and will come to the rest of the world later.

More than just a new base whisky

In addition to the contents of the bottle, Jura is also introducing a new look for its bottles. Every Jura bottle will now have a flavor scale (fruit, smoke or spice) on the packaging to clearly identify the three main bottles.

The bottles each have their own color label, so connoisseurs can quickly pick the right bottle. Additionally, the overall design looks more sleek and modern than the previous packaging.

Starting September, the new packaging will be available in the UK, with the rest of the world to follow gradually.

Brand new Jura whisky series

The changes don't stop there, as Jura is also launching a brand new whisky series: the Jura Islanders Series. This series is specifically for Travel Retail stores and will consist of four bottles: