A campaign will be launched at the start of July to raise awareness of age labels on whisky, according to Foodnews.
Recent research found that the majority of consumers didn’t understand age labels on whisky bottles. The Chivas Brothers are launching a campaign on the 1st of July, with the help of point-of-sale equipment and in-store adverts, to encourage people to better understand and look for these age statements on Scotch whisky.
The drive was prompted by results of the Chivas Brothers’ commissioned research which discovered that only 10% of people understand age statements refer to the youngest whiskey in the bottle. Whilst 94% of people believe the label is an indicator of quality, almost half thought it meant the average age of whisky and over a third thought it represented the oldest whisky.
Discussing the results, Christian Porta, CEO and chairman of Chivas Brothers Ltd, said: “When you’re in the business of making quality aged whiskies, that’s a surprise, but it’s also an opportunity to inform consumers.”
The campaign will be extended across the world and will be using point of sale displays to remind consumers what the labels mean. Porta said: “At the end of the day what we are doing is explaining to the consumer why those whiskies with a precise age statement are worth paying the price they are being asked to pay.”
“It’s because they are rare, it has taken a long time and much skill to age them and mature them in Scotland, whilst also losing a large portion through the evaporation or the ‘angel’s share’,” he explained.