Pernod Promotes Whiskey Ages to Win Drinkers in Diageo Dig

on 15/10/10 at 10:05 am


Pernod-Ricard SA, the owner of Chivas Regal and Ballantine’s whiskeys, has a simple message as it seeks to win drinkers from Diageo Plc: Age Matters.

The Paris-based distiller has been communicating the merits of the spirit’s maturity to travelers at 12 airports since June and plans to expand the marketing campaign to a further 17 locations, Christian Porta, chief executive officer of Pernod’s Chivas Brothers unit, said in an interview. These include the U.S., the biggest market by value for Scotch exports.

“One of the objectives of explaining the age statement is that people who are already buyers trade up, but it’s also to convince people who are not necessarily whiskey drinkers to come into the category,” Porta said.

Pernod is seeking to close the gap on larger competitor Diageo, whose bestselling Johnnie Walker Scotch whisky outsold Ballantine’s, its closest rival, by 8.6 million cases, or about 150 percent, last year, according to the International Wine and Spirit Record.

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