Age Matters – Chivas agrees with Hermitage

There is a very definite correlation between the Chivas Brothers’ view of producing a great spirit and our own.  Three or four years ago the whisky producers launched the ‘Age Matters’ campaign which challenged consumers to ‘Look for the number.  Know the age.  Know whisky.’  The campaign was based on research conducted worldwide which found that over 90% of consumers believe that age is an important indicator of quality and 89% stated that they actively look for an age statement when buying. ‘Numbers on Bottles’, as an ethos, was pioneered by Hermitage Cognacs in the late 1990s.  We wholeheartedly agree that customers associate age with quality and in their quest for luxury cognac with individuality, they need to see numbers on the bottle.  Each one of the Hermitage range is either a vintage, carrying the year the cognac was distilled, or has an age statement which gives the number of years the cognac was aged in the barrel.  By labelling in this way we give our customers ultimate confidence that they are buying great quality cognac, from single estates; a message with which Chivas obviously agrees as their latest campaign ‘Great Things Take Time’ advocates.