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Why "sure" sounds different in British English
The /ʊə/ vowel of "cure" and "tour" has been merging with /ɔː/ in British English for decades, and "sure" is the word where the change has gone furthest. In a widely cited preference poll for the Longman Pronunciation Dictionary, a clear majority of British respondents chose /ʃɔː/, and it is now the commonest form.
The older /ʃʊə/ is still correct and still heard, especially from older speakers. American English has /ʃʊr/, with the short vowel of "book" and an R. Whichever British form you choose, there is no R unless a vowel follows: "sure enough" has a linking R.
How to say "sure" like a Brit, step by step
- Start with sh, lips slightly pushed forward.
- For the modern form, round your lips for a long aw, as in "law": shaw.
- For the traditional form, say shoo and relax into a short uh.
- Either way, finish without an R: the tongue tip stays down.
Practise "sure" in a sentence
- Are you sure you don't want a lift?
- I'm not sure what time it starts.
- Sure enough, it started raining as soon as we left.
Saying it once correctly is easy. Saying it right in the middle of a fast sentence is the hard part, which is why the sentences above matter more than the single word.
Frequently asked questions
How do you pronounce sure in a British accent?
In Received Pronunciation, sure is pronounced /ʃɔː/ or /ʃʊə/, roughly "SHAW or SHOO-uh". Modern British English mostly says shaw, like "shore"; shoo-uh is the older form.
Is the American pronunciation of sure wrong?
No. /ʃʊr/ is standard in American English. Both are correct, they simply belong to different accents. If you are learning a British accent, aim for /ʃɔː/ or /ʃʊə/.