FRANCE: Chivas Brothers sales up 7% in 2003
The Pernod Ricard Scotch whisky division Chivas Brothers said this week that it saw its worldwide sales increase 7% in 2003. The results included 2.9m case sales of Chivas Regal reflecting the company's focus on the product it acquired from Seagram.
Chivas Brothers said that The Glenlivet also saw strong results with a sales increase of 6% in North America and has seen renewed growth in Asia and Europe resulting in a 7% global sales trend.
Chivas Brothers chairman and CEO Christian Porta said: "Our commitment to driving forward the premium brands in our portfolio has already started to show positive results, with Chivas Regal and The Glenlivet at the forefront, just two years since our company commenced operations under Pernod Ricard.
He continued: "We believe our expertise, particularly in the premium and super-premium sectors, the quality of our brands and the strength of Pernod Ricard's distribution network positions us more strongly than ever to achieve our goal of being the leader in the global premium Scotch whisky market."
Chivas Regal 12 responded to €45m advertising push with double digit growth in Asia and Europe in 2003. A further €45m spend has been planned to extend the campaign in 2004.
The company said that in the US, 2003 saw a halt in the long-term decline of the brand, with a positive performance expected in 2004 following increased investment.
However, difficult market conditions in France and a decline in the malt market resulted in some loss of volume for Aberlour. Nevertheless, the introduction and distribution of higher margin products, Aberlour 16 Year Old and Aberlour 12 Year Old, resulted in both volume and value share gain.
The economic conditions in France and the particularly hot summer both also affected Clan Campbell, particularly in the on-trade. In the off-trade however, the brand's flat performance was ahead of the market trend.
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