Chivas Launch "The Age Matters" Campaign

[William]

Chivas Brothers, today launched a global campaign to advocate the importance and value of age statements to consumers.



The aim of the campaign is to enable consumers to understand fully the age statement and to appreciate the value of the premium product they are purchasing.

You can read all about it here:
www.scotchmaltwhisky.co.uk/chivasbrosagematters.htm

William

[Islay Pete]

Well done Chivas on this campaign, i have always believed that there is absolutely no reason why every single bottle of whisky should have an age statement on the bottle. Too many companies are selling young whisky at premium prices.

[Bookie]

Just dont look for the number on an Ardbeg limited release

[Grant M]

I would love to see the Scotch Whisky Association bring in a rule that all bottles carry an age statement.

[Big Mac]

[Crane]

There are a few companies taking advantage with their pricing of no age statement whisky so good to see Chivas doing something to educate whisky drinkers about the age statement and the value of the whisky.

[Archer]

I agree, it is good to see a big whisky producer doing this as too many big companies are over charging for young whisky and giving you some marketing crap to defend the price.

[Mark]

In a perfect world all whisky would have an age statement, be non chilfiltered and have no colouring added.

[Grant M]

[jeffwhite]

I read a rather passionate counter argument by John Glaser on Compass Box facebook pages. Well worth a read.

[Alexppp]

[Calder]

I would say most blended whiskies have added caramel colouring and unfortunately many malt whiskies have colouring added also.

Personally I think that most whisky buyers are unaware that most whisky is coloured. I believe if they add colouring to whisky they should be made to put this on the label, just like any other ingredients in food of drink. They claim it doesnt effect the taste but i believe it does and not in a good way.

[Big Mac]

I agree that it affects the taste, i find that caramel colored whiskies can have a bitter finish. IMO it tends to be overused in sherried whiskies where the producer try to give the whisky a rich look.

[William]

I understand that Germany insists that the whisky companies declare on the label or packaging whether colouring is added. If a bottle is destined for Germany you will find the words "Mit Farbstoff" (with colouring) printed on the label or packaging.

[Alexppp]