Latest Whisky News - Chivas Brothers launches global consumer campaign on the importance of Scotch Whisky age statements - 28th June 2010
28.06.10 - 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.”
Benromachadds Cask Strength Vintage 2008 limited batch release to its Classic Range
New Benromach limited batch release to be available across multiple international markets
Published Date: 26th April 2019
Family owned Benromach Distillery has announced a new addition to its Classic Range, Benromach Cask Strength Vintage 2008 Batch 1, a rich and full-bodied, limited-batch single malt whisky.Read more
Yorkshire start-up whisky and gin distillery strengthens team with first full-time appointment
Published Date: 26th April 2019
Laura Bartram has joined Cooper King Distillery as events and development manager to support the company’s rapid growth. Read more
Distillation now underway at the new Lagg Distillery on Arran. A new Milestone has been reached
Published Date: 23th April 2019
The latest major milestone in the building of the Isle of Arran Distillers’ new Lagg Distillery has been reached, with distillation now underway.
The first middle cut of spirit was recorded on Tuesday 19th March at 14.35. Following this, the commissioning phase has now been completed and Cask Number One was filled on Wednesday 10th April. Read more
Exclusive Interview with Paul McDonagh owner of Bon Accord: Glasgow Whisky Bar
Published Date: 16th February 2019
It’s a pub that I have been into many times in the past, even before my passion for whisky took over. So, when I got the opportunity to meet the owner of “Bon Accord”, Paul McDonagh, I jumped at the chance. Read more