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Chivas aged whisky bar pops up down under

Pernod Ricard Pacific Travel Retail has launched an aged whisky bar in Australia Duty Free as part of Scotch whisky brand Chivas Brothers’ The Age Matters campaign, which advocates the importance and value of age statements to consumers.

Following the launch of the campaign in Sydney International airport last year, the bar will pop up in Sydney, Melbourne, Brisbane and Perth international airports between 12 April and 22 May.

Travellers are invited to attend educational tastings of the aged whisky portfolio, where the importance of the age statement is explained.  

By inviting consumers to engage with the product, Pernod Ricard aims to drive interest in its whisky portfolio and encourage consumers to trade-up.

Noel Burchill, senior brand manager for Pernod Ricard Pacific Travel Retail said: “In the current climate there is a real need for quality, and by providing travellers with the knowledge and understanding of an age statement they can make a more informed choice.”

According to research commissioned by Chivas Brothers in 2010, 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 purchase decision.

Despite this, there is a global lack of knowledge about what the age statement actually means, with only 10% of those surveyed understanding that it refers to the youngest whisky in the bottle.

Lucy Shaw, 16.05.2011

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