UK: Chivas extends Royal Salute brand
Chivas Brothers is introducing a new 38-year-old Royal Salute whisky to its portfolio of Scotch whiskies. Named after the Stone of Destiny, Scotland's symbol of sovereign power, this brand extends the company's presence in the super and ultra premium segment.
Building on the performance of the Royal Salute brand, which showed a 15% sales increase in 2004, the new 38-year-old will be available in key markets from February 2005 and will retail at approximately US$900 in key domestic markets.
Sophie Gallois, Chivas Brothers brand director, said: "A whisky of such an impressive age is naturally very rare and valuable. Nonetheless, Royal Salute 38 year old will be released worldwide on a permanent basis, as the enduring pinnacle of Scotch whisky making."
Royal Salute 38-year-old is packaged in a porcelain flagon, with a gold plated stopper.
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