Founder’s Reserve – which carries no age statement and has been partially aged in first-fill American oak to impart a smoother flavour, will sit alongside the brand’s best selling 12 Year Old.
Founder's Reserve will roll out to international markets in March 2015.
Though The Glenlivet has reached the 1m case milestone, it is not yet the world’s best selling single malt – that title remains with William Grant & Sons’ Glenfiddich.
Laurent Lacassagne, CEO of Chivas Brothers, told the trade that growth in the US and innovation such as Founder’s Reserve should one day see the brand lead its category.
He told DI at the Founder's Reserve launch event the new whisky would be priced on a level with Chivas Regal 12 Year Old but would unlikely reach its volumes in the short term.
Depending on the market, Founder’s Reserve – which is named in tribute to the brand’s founder George Smith - will either sell alongside the range’s key expression, replace it or - in age-statement sensitive markets - may not launch at all.
Lacassagne said: “The Glenlivet has been the biggest contributor to the growth of the single malt scotch whisky category in the last five years and, in September 2014, reached the impressive milestone of one million case sales per annum.
“This fantastic achievement is driven by a robust performance in volume but an even stronger performance in value, which is a testament first and foremost to the high quality of our product.”
