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Whyte & Mackay reveals new range of Jura

Whyte & Mackay's Jura Distillery has unveiled a new range of whiskies for domestic markets around the world.

The release will also introduce a new flavour profile for the brand in line with its refined positioning.

Set to roll out from April 2018, the range comprises five single malt expressions constructed around a new signature style. The Jura Signature Series whiskies are complimented by a sweetness from maturation in American White Oak ex-Bourbon barrels.

Commenting on the launch and new direction, Kirsteen Beeston, global head of brand for Jura, says: "Jura is on the brink of something quite remarkable and we’ve taken the opportunity to build this into our thinking across every facet of the brand and product.  The new style of whisky was the first step on this journey and one which we feel is a huge step forward in terms of flavour and product consistency. There is so much richness with Jura and we now confidently feel we have landed on a proposition with real consumer resonance and a range of whiskies with strong appeal."

Alongside the new whisky style, the entire range has been redesigned for a more refined, premium and stylish presentation.

In addition to the domestic launch, a new range of exclusive whiskies have been created for travel retail.

The new range will replace the existing range of Origin, Superstition, Diurachs’ Own 16 and Prophecy.

Priced from RRP £33.00 to £75.00 the new range will roll out in markets globally from April 2018.

5 March 2018 - Sam Coyne The Drinks Report, news editor