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The Glenlivet misses landmark 1m case sales
The Glenlivet has narrowly missed becoming the second single malt Scotch whisky to sell one million cases, despite claims it was “closing in” on category leader Glenfiddich.
Pernod Ricard’s The Glenlivet has missed becoming the world’s second single malt Scotch whisky to sell 1m cases
The brand, owned by the Chivas Brothers, the whisky and gin business of French drinks group Pernod Ricard, experienced an 8% increase in net sales in 2013/14 and a 2% increase in volumes, but was just shy of selling one million nine-litre cases.
Though an exact sales figure has yet to be released, Chivas Brothers has confirmed The Glenlivet sold between 950,000 and 999,999 cases in the year.
Glenfiddich, owned by UK drinks producer William Grant & Sons, is still therefore the only single malt Scotch whisky to reach the 1m case mark.
In July this year, Laurent Lacassagne indicated that The Glenlivet was on track to reach its landmark sales, telling The Spirits Business that the brand was “closing the gap” on category leader Glenfiddich.
“We have great ambitions for The Glenlivet and we want it to be the leading malt whisky in the world,” Lacassagne said. “We observe a very strong growth and have gained market share in volume and even more in value in the last three years.
“It is a very, very strong brand and number two in volume terms. We are closing the gap on the category leader but are progressing more in value than in volume.”
In September last year, Lacassagne said The Glenlivet was “the star” of Pernod Ricard’s portfolio, recording new record volume according to the company’s 2012/2013 full year financial results and showing the fastest rate of growth among the company’s top 14 spirits and Champagnes, with an 18% volume increase.
In the group’s 2013/14 financial results, announced today, The Glenlivet was revealed to be the group’s second best-performing headline spirits brand in terms of growth, beaten only by Jameson Irish whiskey.
Meanwhile Pernod Ricard’s financial results, which showed an overall 14% net profit decline due to the impact of China’s austerity measures, also revealed that its blended Scotch whisky portfolio had performed poorly.