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Chivas Brothers Launches Scotch Age Awareness Campaign

Filed under: Spirits

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.

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Tags: chivas, chivas brothers, chivas regal, guaranteed age whisky, know the age know the whisky, look for the number, pernod ricard, scotch, scotch whisky, whisky

look for the number

Chivas Brothers Launches Scotch Age Awareness Campaign

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