Pernod Ricard promotes premium scotch

Pernod Ricard Gulf is relaunching its Chivas Regal 18 year old blended scotch brand across the region. The company’s aim is to entice consumers of its popular 12 year old brand to upgrade to a higher priced, higher margin, premium product.

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By  Sarah Campbell Published  December 9, 2004

Pernod Ricard Gulf is relaunching its Chivas Regal 18 year old blended scotch brand across the region. The company’s aim is to entice consumers of its popular 12 year old brand to upgrade to a higher priced, higher margin, premium product. “We will relaunch the Chivas Regal 18 year old brand in a brand new package, with great impact, and we will try to focus on getting that brand into the hands of as many consumers as possible,” says David Freeborn, general manager, Pernod Ricard Gulf. “Ultimately, this will drive more revenue through F&B outlets.” In keeping with the 18 year old scotch’s premium status, the relaunch campaign will initially focus on 18 selected outlets. Those establishments will offer the drink exclusively for a four or five week period, after which it will be rolled out on a wider scale. The selected outlets will receive promotional material, which will include a back bar display, glasses and coasters, and bar staff will be encouraged to recommend Chivas Regal 18 year old to customers. Select clients will receive cards that will entitle them to a certain number of Chivas Regal 18 year old measures. “If the F&B manager can persuade customers to drink 18 year old scotch at a premium price, it’s good for business,” says Freeborn. In this case, premium price would mean around Dhs30-35 for a single shot, compared with around Dhs20 for a measure of Chivas Regal 12 year old. Freeborn is confident that there is a healthy audience for such a reassuringly expensive drink. “A lot of consumption is based on image and people want to be seen drinking the right brand,” says Freeborn. “We position Chivas Regal 18 year old as a premium proposition. Consequently, it’s appropriate to be seen sharing a bottle of Chivas with friends.” Pernod Ricard Gulf’s Chivas Regal business is currently running 30% up for the year to date (sales are measured by nine litre cases.) When all Pernod Ricard’s brands, such as Jacob’s Creek and Wyndham Estate wines, are taken into account, the region is around 40% ahead of 2003 for the year to date. The company is the official wine supplier to the Dubai ATP tennis and Qatar Masters golf tournaments. To help further promote its wine business, Pernod Ricard Gulf has invited top Australian winemaker, Philip Laffer, to visit Dubai in early 2005.

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