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Passport
Scotch Flying High with 1 Million Case
Sales.
 Born
in the 1960s, the ever-innovative
Passport Scotch has broken new ground
with the announcement of one million
nine litre case sales globally. This
latest milestone positions the brand
among the top 20 Scotch whiskies in the
world.
The continued double-digit growth of
Passport Scotch is primarily driven by
its strong performance in Brazil, the
brand’s largest market, and Mexico,
where it is experiencing increasing
popularity. A strong performance in
other key markets including Africa,
Portugal and Poland, has also
contributed to the brand’s success.
Geoff Parmiter, Brand Director of
Standard Brands at Chivas Brothers,
comments: “We are delighted to announce
this latest triumph. Passport Scotch has
a strong and vibrant identity that has
always been characterised by its
distinctive rectangular green bottle,
which has become a unique symbol in the
world of Scotch whisky. As a result, it
continues to attract young adults, for
whom individuality is essential, around
the world. By continually engaging with
this audience through groundbreaking
marketing activity, we are confident
that Passport Scotch will continue to
enjoy success in the foreseeable
future.”
The brand has been built on a
communication platform based on the
theme ‘Estilo Propio’, which translates
as ‘a style of its own’. Growth in
leading market Brazil has been fuelled
by Green Project, a digital initiative
that has strengthened the brand’s
association with urban culture,
electronic music and technology.
Meanwhile the launch of the Passport
Scotch ‘Night Bottle’, designed by
renowned graphic designer Flavio Samelo,
reinforced the association through
increased brand visibility in key
on-premise outlets.
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