Jura has been ranked among Britain’s Biggest Alcohol Brands for 2025 by The Grocer Magazine, making it the only single malt whisky to appear on the influential industry list.
The recognition follows an 11.6 percent increase in UK sales volume, led by strong demand for Jura’s bourbon cask expression. The growth comes as the Scotch whisky category faces mounting pressure from changing consumer preferences, higher domestic taxes, and international trade tariffs.
Jura’s success has been attributed to a strategic overhaul of its core range, introducing a smokier, sweeter flavour profile aimed at attracting younger consumers. The move has helped the brand expand its audience while maintaining a strong base of traditional whisky drinkers.
“We started the journey to rejuvenate Jura about eight years ago,” said Kieran-Healey Ryder, head of whisky discovery at Whyte & Mackay, which manages Jura under parent company Emperador. “We saw an opportunity for the brand to become a true category leader.”
Distilled on the Isle of Jura, the brand has maintained strong momentum in global markets, particularly across Asia, where Emperador continues to grow its premium whisky portfolio. Jura sits alongside other single malt labels such as The Dalmore, Tamnavulin, and Fettercairn.
The brand’s placement on the Grocer list highlights its performance in a declining category and signals growing consumer interest in more contemporary Scotch whisky styles.
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