A scotch whisky distiller, when asked recently if he made any blends, was gloriously sniffy and dismissive of blended whisky. It would have been interesting to see and hear what he would have made of the Johnnie Walker Directors Blends, which I got to taste last Thursday (November 28) in London.
The Age Matters campaign, which asks consumers to ‘look for the number’, via the Guaranteed Age Whisky logo, is set to launch in Brazil and Los Angeles airports and JFK airport. Since its initial launch in July 2010 in Dubai, it has been rolled out in Seoul Incheon, Tokyo Narita, Tel Aviv, Osaka Kansai and Sydney airports.
The promotion will then appear at the 2011 IAADFS show. After this, it will roll out in Europe, including London, Madrid, Frankfurt, Barcelona and Copenhagen.
Activities have included light box adverts, sampling of Chivas Regal and tutored tastings.
Robin Johnston, regional director, Global Travel Retail, Chivas Brothers, said: “Travel Retail is a key channel for Chivas Brothers, particularly for our premium and ultra-premium references. Launching the campaign in this important channel was therefore seen as a strategic way to engage with our target customers.”
Chivas Brothers’ portfolio includes Chivas Regal, Ballantine’s, The Glenlivet, Royal Salute, Aberlour, Longmorn, Scapa, 100 Pipers, Clan Campbell, Something Special and Passport.