Whyte & Mackay has started to transition the “entry-level” expression of its Jura single malt Scotch whisky.
Jura Bourbon Cask is replacing Jura Journey in the portfolio and has been positioned as an “uncomplicated” way into the brand. The iteration will take over from Journey in all of its markets, the largest of which are France, Germany and the UK.
While Jura Journey retailed in the UK at GBP34.99 [US$37.50] per 70cl bottle, its replacement will cost GBP36.
“The progression to Jura Bourbon Cask has been well considered and informed by both consumer research in key markets and the brand’s continued commitment to supporting the global growth of the single malt category,” the company said. “Jura Bourbon Cask also better illustrates the whisky’s creation, bringing the use of Bourbon barrels to the fore, allowing for a more compelling and easier-to-understand whisky story.”
Late last year, Whyte & Mackay, which is owned by Philippines-based Emperador, refreshed the packaging for its Glayva Scotch-based liqueur.
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