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Chivas aims for Scotch brand in global top three

Published:  18 January, 2007

A strategic push for Ballantine should see it's volume sales increase on an international front

Chivas Brothers ia aiming to push its Ballantine's 12 Year Old into the top three global rankings of premium blended Scotch by 2011.

The company has unveiled plans for a major strategic investment, aimed at rejuvenating the brand, through a new look and consistent global brand positioning.

The new Ballantine's 12 Year Old, will from this month, be available internationally at a premium price point, to vie with its key global 12 Year old competitors. The launch will be supported by an integrated marketing campaign, with the strapline: 'Leave an Impression.'

In its new form, Ballantine's 12 Year Old is being seen by Chivas Brothers as an important bridge in its range. In the America's and Europe it provides consumers with a premium trade up from Finest, and in Asia it provides an entry point into the extensive Ballantine's aged range.