The entry-level expression is inspired by and will ultimately replace Jura Journey, a flagship expression in the distillery's signature series which also includes 10, 12 and 18-year-old expressions, Sevenwood, and the 21-year-old Time and Tide whiskies.
Since Jura's rebranding and relaunch in 2018, the signature series has played a crucial role in the growth of the distillery's popularity and has been well received domestically and internationally. The distillery and parent company Whyte & Mackay say the introduction of Jura Bourbon Cask has been informed by consumer research in the brand's key markets.
According to analysis from Nielsen, Jura was the top-performing UK whisky brand in the off-trade by volume and value in 2022, and the brand hopes Jura Bourbon Cask will introduce new drinkers not just to its range but to the whisky category in general.
As its name suggests, the spirit for Jura Bourbon Cask has been matured in American oak ex-bourbon barrels. It will be bottled at 40% ABV and will be sold in Jura's distinctive 'waisted' bottle, with premium-card outer packaging.
Jura Bourbon Cask will be rolled out from March 2023 in key markets including the UK, France and Germany.