Posted: Wed Sep 19, 2012 5:04 pm Post subject: Age Statement Knowledge Gap
Chivas Brothers, who has more than 85% of the market share of Scotch whisky sold aged 21 years old and over commissioned independent market research into consumers opinions of age statements and found a considerable knowledge gap.
Chivas Brothers has found 90% of whisky drinkers don't understand what the age statement on a bottle of whisky means.
Posted: Wed Sep 19, 2012 5:34 pm Post subject: Re: Age Statement Knowledge Gap
William wrote:
Chivas Brothers, who has more than 85% of the market share of Scotch whisky sold aged 21 years old and over commissioned independent market research into consumers opinions of age statements and found a considerable knowledge gap.
Chivas Brothers has found 90% of whisky drinkers don't understand what the age statement on a bottle of whisky means.
That's quite fascinating William. I have also been to tastings where the presenters downplay age statements though they often give specific reasons why a younger vintage of a particular variety offered by a given distillery may rate higher. I think that a subset of single malt aficianados are more sensitized to age statements, their meaning and are often influenced by whisky pundits who favor some of the more aged offerings. _________________ "Always carry a large flagon of whisky in case of snakebite and furthermore always carry a small snake."
W.C. Fields (1880-1946)
The majority do believe the age statement serves as a sign of quality. And well done to Chivas for trying to educate consumers who may be falling for whisky with shiny packaging, no age statement and big price tags.
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