Jura Releases Virtual Tasting of Unreleased Dram

Jura 39 and 3 quarters Jura whisky is providing fans with a unique opportunity to experience a virtual tasting of an unreleased dram, thanks to an illustrative video which captures the taste and flavour of its new 40 year old malt.

The 39¾ - a preview of the soon to be released Jura 40 year old malt - was exclusively sampled to visitors at the Jura Whisky Festival, an established event in the annual “Fèis Ìle” (Islay Whisky Festival) which took place in May. Artist Robbie’s Brown Shoes, of the Puck Collective, has visually captured the tasting session led by Jura’s Global Brand Ambassador Willie Tait, as well as the responses and opinions of those who were lucky enough to taste the vintage malt.

Breaking the mould of traditional whisky tastings, Robbie has brought Willie’s words to life in a short film and accompanying illustrations in his own distinctive style. As well as taking viewers through the history of Jura whisky, Robbie captures the scents of pineapple, coffee beans and old English marmalade and the tastes of manuka honey, sultanas and amaretto liqueur, which can all be savoured in the release.

Jura’s loyal fans will now have the chance to experience the new malt, when the short film is released online from Thursday, 25 July. As well as enjoying a preview of the malt, Jura’s Twitter followers will also have the chance to win a rare sample of the 39¾, in return for retweeting the video.

Willie Tait, Global Brand Ambassador for Jura said: “The initial response from those who were lucky enough to sample the 39¾ was one of absolute joy! Although we’re sadly unable to provide all of our customers with an exclusive tasting, it’s great to be able to share a preview of this malt in such an innovative way. This is certainly the first time I have ever seen a tasting brought to life with images rather than words. Robbie has done an amazing job of capturing my notes on the new malt and summing up the experiences of all those who attended the festival. However, anyone wishing to snap up a bottle of the Jura 40 year old will have to wait a while longer, as it’s not scheduled to be released until spring 2014.”

For more information on the Jura 40 year old please visit www.jurawhisky.com


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