Our love affair with Brooklyn

We’ve always admired the Brooklyn way of life. They’re creators, just like us, and on every corner there’s a new artisanal wonder working its way to the top of the independent foodie-chain. So we thought we’d ask the innovators of Brooklyn to help us create our first co-created whisky, and we named it, Jura Brooklyn.

We hand-selected some of our favourite Brooklyn artisans – ones renowned for taking risks, innovating and for adding to the unconventional community that the area’s so famous for.

Our Collaborators

When on the collaborator hunt, we were immediately drawn to Fine and Raw Chocolate. Their mission is to save the world through silliness and damn good chocolate and they do it with all the best ingredients possible.

We then approached The Bedford Cheese Shop – one of the finest cheese mongers in the world and a Brooklyn institution! Despite their success, they have never lost their sense of community and their love for everything cheesy – we HAD to get them on board, for their love of potent flavours alone.

But we couldn’t gather together 12 of the finest crafters and creators in Brooklyn without approaching The Brooklyn Brewery – one of the area’s most renowned havens that is now seen in pubs and shops around the world. With good beer at their heart and an immersive brewery in Williamsburg that opens to hoards of fans eager to get a taste of the good stuff and a sneak peek inside the brewery every week, they were pivotal to the creation of this fine single malt.

So on a fine Brooklyn day, we gathered our crew of odd-balls and off-the-wall creators and we presented them with 6 cask samples, each reflecting the unique flavours of Brooklyn’s heritage. Once everybody had their say, we created 3 marriages to be whittled down to one. Creating a whisky by Brooklyn, for Brooklyn!

And the logo changed too… while traditional Jura features the stag, the Brooklyn version needed an equivalent. And what animal exists in as much abundance in Brooklyn as deer do in Jura? Pigeons, of course! And alas, the pigeon stag was born.

The Delicious Result

With a melting pot of Brooklynites and a bucket load of experience, passion and craft, we created a whisky that not only sold out in 3 days, but that had a launch event where people were fighting to get on the guest-list. With 16 private tastings executed by our Master Distiller, Willie Tait, and featuring all of our collaborators, we welcomed the likes of Vogue, Esquire, The New York Times and 1900 more to try our masterpiece.

Now the rest, as they say, is history.

Come and order a bottle of Jura Brooklyn before everyone else does.