US: Pernod launches Chivas roadshow

By | 14 November 2006

Pernod Ricard USA has embarked on a roadshow for flagship blended Scotch whisky Chivas Regal in an attempt to boost flagging sales of the brand in the US.

The company said yesterday (13 November) that it has launched 'The Chivas Studio', a private event space that is playing host to consumer and trade events in six cities across the US.

In the year to the end of June, Pernod Ricard saw volume sales of Chivas Regal fall 4% in the US. In September, Pernod chairman and chief executive Patrick Ricard added that the company was "doing all it can in the US" to stem the slide. He said: "Scotch is on a downward trend in the US, while other spirits brands are performing well."

Craig Johnson, Chivas brand director at Pernod Ricard USA, said the roadshow was "a powerful extension of the brand's successful 'Chivas Life' campaign".

The Chivas Studio was launched in New York and takes in cities including Dallas, Miami and Chicago in the coming months.

Sectors: Spirits

Companies: Pernod, Ricard, Chivas Regal

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