The Pernod Ricard-owned Scotch whisky producer, Chivas Brothers, has set a bold growth target for its single malt brand, The Glenlivet. Chairman and CEO of Chivas Brothers, Georges Nectoux, said the company is aiming to boost sales by 500,000 cases, which would represent an increase of around 33%, over the next few years.
Nectoux said he expected 2003 to be a crucial year for the Chivas brands. A multi-million pound marketing campaign is planned for the company’s two core brands, The Glenlivet and the premium blend, Chivas Regal. Nectoux added that the company planned to utilise the Pernod distribution network to develop sales of The Glenlivet in mainland Europe, notably in Spain and France.
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