Chivas Brothers has forged ahead with its investment into enhancing the production facilities of The Glenlivet distillery to ensure that current and future demand for ‘the single malt that started it all’ continues to be met. Today, work officially began on the site, which will significantly increase capacity.
The news follows a strong set of financial results for the year ending in June 2015 for Chivas Brothers, announced last week, with the Scotch whisky and premium gin business of Pernod Ricard recording overall growth in net sales of +3%.
The Glenlivet recorded the standout achievement for Chivas Brothers with +11% net sales growth, a result of the brand’s commitment to innovation and craftsmanship through launches such as Founder’s Reserve, the extension of the Master Distiller’s Reserve range and The Winchester Collection. The Glenlivet has successfully driven consumer recruitment and attracted Scotch connoisseurs to the brand, which has made it the largest contributor to the growth of the single malt category in the past five years (IWSR 2014).
Today’s announcement reinforces the brand’s recent unrivalled global success selling over 1 million cases to become the world’s No.1 single malt Scotch whisky brand. The Glenlivet is also spearheading growth for the entire Pernod Ricard Single Malt Scotch whisky portfolio, with the group’s range becoming the Global No. 1.
Across other brands in the Chivas Brothers portfolio there were additional strong performances such as Ballantine’s Finest growing in an otherwise declining category.
The brand, No. 2 Scotch whisky worldwide, sold over six million cases in the year ending in June 2015 following an increase of +2% in net sales driven by Ballantine’s Finest. Ballantine’s prestige portfolio has retained its loyal consumer base through the launch of Ballantine’s Golf Club while millennial whisky drinkers have been recruited to Ballantine’s Finest through successful marketing campaigns including the brand’s partnership with Boiler Room.
Chivas Regal, the world’s first luxury whisky, maintained its position despite a slight decline in global sales of Scotch whisky in 2014, demonstrating the continued appeal of this iconic brand. The past twelve months saw the launch of The Venture and the introduction of two new luxury whiskies, Chivas Extra and Chivas Regal The Icon, into the award-winning portfolio.
Chivas Brothers continues to lead in the standard segment with Passport Scotch, which grew +20% in net sales to reach a record 1.7m cases in the year ending in June 2015. Passport has strong appeal among millennial consumers in emerging markets including Brazil, Angola and Mexico, which has helped to earn its position as the fastest growing of all spirits brands that sell more than 200,000 cases per year.