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Chivas
Brothers launches global consumer
campaign on the importance of Scotch
whisky age statements
 The world’s leading producer of
luxury Scotch whisky, Chivas Brothers,
is today launching a global campaign to
advocate the importance and value of age
statements to consumers.
According to new research commissioned
by Chivas Brothers, 94% of consumers
believe the age statement serves as an
indicator of quality, 93% believe that
older whiskies are better quality and
89% actively look for an age statement
when making a decision to purchase.
However, there is a global lack of
knowledge about what the age statement
actually means: only 10% understand that
it refers to the youngest whisky in the
bottle, nearly half (48%) believe an age
statement refers to the average age and
35% believe it signifies the oldest
whisky present. The Scotch Whisky
Regulations (2009) make clear what an
age statement means – the age of the
youngest whisky in the bottle.
Chivas Brothers, Distiller of the Year
2009, is responding with a campaign
called The Age Matters, which will
manifest itself through stand-alone
activity as well as through integration
across the company’s aged whisky
portfolio, which includes Ballantine’s,
Chivas Regal, The Glenlivet and Royal
Salute brands.
The aim of the campaign is to enable
consumers to understand fully the age
statement and to appreciate the value of
the premium product they are purchasing.
One of the greatest influences on the
flavour of whisky comes from maturation.
Much of the complexity of Scotch whisky
comes mainly from its time in oak casks
in Scotland; with outstanding spirit and
excellent wood management, it follows
that the longer the maturation period,
the more complex the whisky.
From 1 July 2010, consumers will be
encouraged to look for age statements on
Scotch whisky, via point-of-sale
materials, advertising and public
relations. A logo using the language
Guaranteed Age Whisky has been created
for use in retail, and will be visible
in the environment of Chivas Brothers
brands that carry an age statement.
Christian Porta, Chairman and CEO of
Chivas Brothers Limited, said: “The
revelation that so many existing whisky
drinkers do not understand that the age
statement refers to the youngest age of
the whisky shows that there is an
opportunity for us to inform them.
“In an age when consumers of luxury
goods increasingly demand transparency
and authenticity from brands, it is
vital that we empower consumers with
knowledge, so that they fully understand
the value of what they are buying.”
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