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.
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.
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, the Distiller of the Year back in 2009 responds with a campaign called The Age Matters. The aim of this campaign is to enable the consumers to fully understand the age statement of the whisky to be able to appreciate its premium value.
The Age Matters campaign will manifest itself through a series of stand-alone activities as well as integration of the company's aged whisky portfolio that includes premium brands such as Ballantine's, ChivasREgal, The Glenlivet, and Royal Salute.
From 1 July 2010, consumers were 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 usage in retail, and will be visible in the environment of Chivas Brothers brands that carry an age statement.
Today, the global campaign to advocate the importance and value of the age statements has reached the Philippine shores led by the Regional Mentoring Manager of PernodRicard Darren Hossie. Chosen media personalities were invited to take part in this event held at The Alpha Restaurant by Chef Billy King where they were treated to an exclusive luncheon
Christian Porta, Chairman and CEO of Chivas Brothers Limited, says: “The revelation that so many existing whisky drinkers do not understand that the age statement refers to 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 ... shows that there is an opportunity for us to inform them to always look for an age statement when buying a luxury aged whisky. Know the age, know your whisky. With that, you'll know that you are getting your money's worth."