CHIVAS Regal brand ambassadors have been providing “educational programmes” to the on and off-trades in an attempt to “demystify the blended whisky category”.
Parent firm Pernod Ricard said the programmes are being delivered with the aim of helping the trade benefit from the “huge and currently untapped growth potential for premium blended Scotch whiskies in the UK”.
Four ambassadors working under Chivas Regal brand ambassador Phil Huckle have been running tasting and training events in the on-trade.
Ian Peart, on-trade channel director for spirits at Pernod Ricard UK, said there are “clear challenges around demystifying the blended whisky category but consumer demand for these premium offerings is clear”.
