35+? Check. Lust for Life? Check. Affluent...?

By: Olly Wehring - 23 June 2006 08:58

I went to a Chivas Brothers’ tasting down at their London offices yesterday.

The Pernod Ricard unit’s flagship brand - Chivas Regal - seems very proud of itself at the moment, with last year’s total sales of 3.8m cases continuing its upward trajectory.

I couldn’t help feeling slightly inadequate as I left proceedings, however. All the talk of targeting affluent, 35+ consumers with a desire for life ticked all my boxes, I felt. Clearly, I thought, I’m just the type to live ‘The Chivas Life’.

Although the parting gift of a Chivas wallet designed to hold up to 16 credit cards convinced me that I still had some way to go on this front.