Chivas Regal pushes ‘untapped’ blended Scotch

Chivas Regal hopes to help both the on- and off-trade benefit from the “currently untapped” growth potential for premium blended Scotch whiskies in the UK by demystifying the category.

Scotch whisky brand Chivas Regal is attempting to demystify the blended Scotch whisky category and drive sales

Over the past 12 months the Scotch whisky brand has been working with trade channels on large-scale educational programmes in a bid to increase knowledge and push sales of blended whiskies.

Chivas Regal has been working with the off-trade to try and resolve issues such as how to educate at the point of purchase and impact decision making through telling the category story in-store via educational point of purchase material, while also highlighting the blended whisky story.

“There are clear challenges around demystifying the blended whisky category but consumer demand for these premium offerings is clear,” said Ian Peart, on-trade channel director for spirits at Pernod Ricard UK.

“If we can support the trade through these education programmes, we can look to amplify the potential of the category and really drive an impact on sales.

“We have only just begun to scratch the surface of premium blended whisky in the UK, but looking at the rest of the globe, it is the category we should be looking at to drive growth and maximise sales potential.”

Despite experiencing a small decline in volume and value across the whole category, the premium blended whisky market has recognised strong growth recently.

In the UK on-trade, Chivas Regal grew 14.8% by volume and 20% by value, supporting predictions of “huge potential” for blended whisky within the on-trade channel.

Meanwhile in the UK off-trade the brand experienced volume growth of 6.6% and value growth of 9.1%.