Chivas
Brothers has found 90% of whisky
drinkers don't understand what the age
statement on a bottle of whisky means.
 With more than 85% of the market share
of Scotch whisky aged 21 years old and
over, Chivas Brothers has a long history
of expertise in producing award-winning,
value-rich, aged whisky brands.
The research was commissioned by Chivas
Brothers Limited and conducted by
independent market research agency,
Buzzback, in June, 2010. Chivas Brothers
has spent the last two years sharing its
findings with the international drinks
industry, specifically alerting the on
and off trade to the knowledge gap
before embarking on the
‘Great Things Take Time’ education campaign among
consumers.
The sample comprised over 2,000 males,
in nine countries, aged 21+ (or 25+ in
India). All had purchased whisky in the
past month. Countries: France, UK, USA,
India, Korea, Russia, Mexico, China,
Brazil. Additional findings include:
- 94% believe the age statement
serves as an indicator of quality.
- 89% actively look for an age
statement when making a decision to
purchase.
- 92% prefer to buy whisky with a
clear age statement.
- 97% agreed that whiskies which
claim to be aged should clearly
state the age on the bottle.
- 86% expect to pay a price
premium for whiskies with an age
statement.
Although most of the the regular
visitoirs to this site will be a aware
of what an age statement means, Chivas Brothers has found 90% of whisky
drinkers don't understand what the age
statement on a bottle of whisky means.
By law a Scotch whisky must be at least
three years old but when a number such
as 12 [year old], for example, appears
on the label, this refers to the
youngest whisky contained in the bottle.
Many of the whiskies in a blend may be
much, much older.
Chivas Brothers aims to bridge this
knowledge gap in a campaign entitled
‘Great Things Take Time’ to help us
understand the value of what we're
buying.
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