Scotch Whisky – Age Matters
THE AGE MATTERS
Chivas Brothers launches global consumer campaign
on the importance of Scotch whisky age statements
The worldâ€™s leading producer of luxury Scotch whisky, Chivas Brothers, is launching a global campaign to advocate the importance and value of the 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 â€“ the age of the youngest whisky in the bottle.
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