Glenlivet ‘becomes world’s no. 1 single malt’By Kristiane Sherry
Chivas Brothers has announced that after selling more than one million cases in 2014, The Glenlivet has “become the world’s number one single malt Scotch whisky brand”.
Citing IWSR figures, the Pernod Ricard company reported that The Glenlivet sold 1,065k nine-litre cases in the year ending December 2014, overtaking William Grant & Sons’ Glenfiddich as the world’s leading single malt by volume.
The news comes as work begins on an expansion project at The Glenlivet distillery to “significantly increase” capacity.
Laurent Lacassagne, Chivas Brothers chairman and CEO, said: “Today’s first step towards an expansion at The Glenlivet distillery is an historic day for Chivas Brothers as we continue the brand’s phenomenal triumph across the past five years to reinforce our position as the world’s number one single malt Scotch whisky.
“Success for The Glenlivet is not in isolation – we have reported growth of +3% in net sales for the Chivas Brothers range as a whole, supported by a strong performance across our wider single malt, premium and standard blended Scotch and English gin portfolios with Aberlour, Ballantine’s, Passport and Beefeater respectively.
“The overall performance of our comprehensive portfolio of Scotch whiskies in the context of the wider category, which declined slightly last year, has been robust and we are committed to investing into manufacturing facilities geared towards innovation to help us capitalise on the current and long-term growth prospects of the category.”
The battle for No.1
It was back in October 2014 that The Glenlivet announced it had reached the one million case sales for the first time.
Then 2015 Brand Champions data, published in June, revealed that The Glenlivet was hot on the heels of Glenfiddich, with both tied at 1m nine-litre case sales per year. Glenfiddich’s year-on-year volumes were flat, while The Glenlivet reported a +7% growth.
As such, The Glenlivet was named Scotch Whisky Brand Champion 2015, with global brand director Nicky Burgess claiming that “The Glenlivet has been the biggest contributor to the growth of the single malt Scotch whisky category in the last five years”.
This was read by many as a hint that The Glenlivet was close to overtaking Glenfiddich in volume sales.