Chivas Brothers Launches Scotch Age Awareness Campaign

Even amongst casual celebrants, most consumers know that – amongst myriad other factors – an older whisky is generally a better one. In fact, in a recent market study, Chivas Brothers found that some 94% of consumers knew that. But far fewer – only 10% – knew that the age stated on a bottle of scotch indicates the youngest whisky in the bottle, not the average age (48% of those polled) or the oldest (35%).

Based on its findings, Chivas Brothers is undertaking a new awareness campaign to highlight the significance of age statements in scotch whisky. The Chivas group – part of Pernod Ricard, one of the largest liquor companies in the world – is among the world's foremost scotch distillers, encompassing such blend brands as Chivas Regal, Ballantine's and Royal Salute as well as a range of single malts including The Glenlivet, Abelour, Longmorn, Strathisla, Scapa and Tormore.

Most (if not all) of these labels feature age statements, and a range of marketing initiatives will aim to educated consumers as to their importance.