The Glenlivet marks 1m case sales with NAS maltBy Becky Paskin
The Glenlivet has released a new no-age-statement core expression as it last night celebrated reaching the one million case sales milestone.
The new Glenlivet Founder’s Reserve, which has been matured in “a medley of casks” will sit alongside the distillery’s 12-year-old expression at around £30 per bottle.
Nikki Burgess, global brand director of The Glenlivet, said: “It’s not for radically different drinkers per se. It has very accessible flavours but there’s depth too. We’re not trying to segment drinkers but I think that this brings something new to the experience.”
The new expression has been launched to coincide with the single malt’s long-term goal of passing the one million case mark, bringing it one step close to main rival and world’s best-selling single malt Scotch, Glenfiddich, which is also on around one million annual case sales.
Reporting “double digit growth in more than 40 markets last year” and 8% global value growth in the 2014 financial year, Laurent Lacassagne, CEO of the brand’s parent company Chivas Brothers, said: “The Glenlivet has contributed more growth to single malt whisky than any other brand.”
Despite falling Scotch volumes in several key markets around the world, Lacassagne remained optimistic about the future: “There has never been such a strong forecast for our Scotch whisky industry. We see expansion around the world, people trading up around the world and millions of new consumers with higher incomes in new markets around the world.”