Chivas Parades Its Regal Qualities

Following its acquisition of Ballantine's, the Pernod Ricard-owned Chivas Bros is in confident mood - and with good reason. Along with Chivas 18 and Royal Salute, it now has a 48% share of the super-ultra-premium sector. Indeed, Ballantine's alone, with its line-up of 12, 17, 21 and 30 Year Old whiskies, is the number one super-premium range in the world. The company is in the process of rolling out new advertising for Chivas 18, which underpins the Chivas Life campaign. "We're using a blue branding device, which links in with the blue label. Its quite different to Chivas Life, as its more product-focused but complementary," said marketing director Martin Riley.