Following the successful launch of “The Age Matters campaign” in Travel Retail last year, this May Chivas Brothers continues to advocate the importance and value of the age statements to consumers — again, in Australian airport. The aim of the campaign is to enable consumers to understand fully the age statement and to appreciate the value of the premium product they are purchasing.

An exciting aged whisky bar activation, implemented by Pernod Ricard Pacific Travel Retail, will appear in Sydney, Melbourne, Brisbane and Perth international airports between 12 April and 22 May 2011.

Chivas Regal aged whisky bar in Sydney

On 12 April 2011, the Sydney Mix it Bar launched in a high-traffic area of the Nuance Group’s departures store providing strong visibility of the Chivas Brothers aged whisky portfolio and creating impact. During the activity period, travellers are invited to attend educational tastings of the aged whisky portfolio with James Buntin, Chivas Brothers whisky ambassador, where the importance of the age statement is explained.

“According to research commissioned by Chivas Brothers in 2010, 94% of consumers believe the age statement serves as an indicator of quality, 93% believe that older whiskies are better quality and 89% actively look for an age statement when making a decision to purchase. However, there is a global lack of knowledge about what the age statement actually means with only 10% of those surveyed, understanding that it refers to the youngest whisky in the bottle,” said Peter Ham, sales and marketing general manager, Pernod Ricard Pacific Travel Retail.