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Chivas Regal 18 claims leadership


Chivas Brothers, the Scotch whisky and premium gin business of Pernod Ricard, has today (September 3) 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 historic connections. In the past year it sold over 2.5 million bottles (or 200,000 9-litre cases) achieving 2% growth despite the current market. Chairman and chief executive of Chivas Brothers, 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. * 15 – 18 Year Old Scotch, US$42 - US$83   Chivas Brothers is the Scotch whisky and premium gin business of Pernod Ricard – the world’s co-leader in wine and spirits. Chivas Brothers is the global leader in luxury Scotch whisky with a portfolio that includes Chivas Regal, Ballantine’s, Beefeater Gin, The Glenlivet, Royal Salute, Aberlour, Plymouth Gin, Longmorn, Scapa, 100 Pipers, Clan Campbell, Something Special and Passport.   September, 2009   Photograph by John Paul

1 September 2009 - Felicity Murray