Chivas Regal 18 Takes Leadership of the Ultra Premium Scotch Category after tripled its sales

Chivas Brothers, the Scotch whisky and premium gin business of Pernod Ricard, has today announced that its Chivas Regal 18 Year Old whisky has become the clear leader of the global ultra premium Scotch category* having tripled its sales since 2004.

Chivas Brothers relaunched the brand in 2004 with new packaging and a new positioning that reflected its luxury offer whilst retaining links to Chivas Regal’s iconic status. In the past year it sold over 2.5 million bottles (or 200,000 9l cases) achieving 2% growth despite the current market.

Chivas Brothers Chairman and Chief Executive Christian Porta explains: “In a challenging year, for Chivas Regal 18 to reach this leadership milestone is a great achievement and a genuine return on the investment we have made in recent years. It is also a testament to the global premiumisation strategy and strong distribution network of Pernod Ricard.”

Other highlights for Chivas Regal in the past fiscal year 2008/9 include the roll out of its ‘Live with Chivalry’ campaign (launched in November 2008) to over 20 countries around the world. The campaign, which is based on the idea that there is a code of behaviour that sets some men apart from others, has been received well globally with Brazil and South Africa the latest countries to run the campaign starting this September.

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