A Fresh Look for a Familiar Friend: Jura 10 Year Old
Jura Single Malt Scotch Whisky comes from a place so remote that the deer outnumber the human population. It’s a location that George Orwell once called, “the most un-get-at-able place” while he wrote his classic novel "1984" there.
One road. One pub. One distillery.
The Manhattan-sized Isle of Jura is known for its soaring mountains, swirling whirlpool and of course, the Jura Distillery. The island’s entire economy is based on the distillery, which makes Jura Scotch whisky a staple of Jura’s small community.
The Jura story a unique one. It begins on Jura’s tallest mountains, the Paps of Jura, which provide a one-of-a-kind view on a clear day. The distillery, which has stood in its same spot since opening in 1810, is the proud home to the tallest stills of any island facility, producing a lighter, sweeter and more delicate whisky.
We sat down with Whyte & Mackay Americas Brand Ambassador Benjamin Boice to get his thoughts on Jura 10 Year Old’s new look, as well as trends in the Scotch whisky industry.
Breakthru: Tell us about the new Jura. What makes this a unique entry into the Scotch whisky world?
Ben Boice: Jura 10 Year Old is an island-style Scotch unique in the sense that it actually goes back to the roots of the Jura distillery. The recipe is from 207 years ago when we first started. It’s subtly peated, lightly smoky, and full-bodied due to our use of sherry casks.
Scotch whisky sales increased nearly 10% in 2016 from the year before. Why do you think Scotch whisky is on the rise?
Personally, I feel this particular trend is important because your average consumer is looking for something a little more authentic, and they’re looking for the artisanal aspect of the creation of the product they’re drinking. They’re using this basically as social currency, where they are educating themselves on the unique and individual characteristics of the spirit. Single malt Scotch whisky is very artisanal in the aspect that most of the distilleries are very small. I think single malt Scotch whiskies have a variety of unique spirits in the category, unique brands and unique stories. The sophistication of the single malt with its unique cask maturation process sets it apart from a lot of the other spirits.
What’s next from Whyte & Mackay in 2017?
Jura 10 Year Old is going to be a major focus. We really believe in this brand. It specifically showcases its geographic uniqueness. 2017 is also going to be about putting more emphasis behind The Dalmore being the apex of the luxury category when it comes to single malt Scotches. We will definitely see the launch of other exciting rare and aged expressions.
Do you have any Scotch whisky or spirits industry predictions for 2017?
You’re going to see a lot more people educated on cocktails, and they’ll be looking for specific creations behind the craft cocktail movement. You’re going to see a lot more of your general consumers that are looking for unique stories and experiences.