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William
Administrator
Joined: 10 Apr 2006
Posts: 4059
Location: Scotland
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 Posted: Wed Sep 19, 2012 5:04 pm Post subject: Age Statement Knowledge Gap |
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Chivas Brothers, who has more than 85% of the market share of Scotch whisky sold aged 21 years old and over commissioned independent market research into consumers opinions of age statements and found a considerable knowledge gap.
Chivas Brothers has found 90% of whisky drinkers don't understand what the age statement on a bottle of whisky means.
You can read the results of the research here:
www.scotchmaltwhisky.co.uk/whiskyagestatementresearch.htm
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There's no bad whisky. Just good whisky and better whisky. |
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Quaich1
Master Of Malts
Joined: 21 Apr 2012
Posts: 5749
Location: Ontario, Canada
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| Posted: Wed Sep 19, 2012 5:34 pm Post subject: Re: Age Statement Knowledge Gap |
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| William wrote: | Chivas Brothers, who has more than 85% of the market share of Scotch whisky sold aged 21 years old and over commissioned independent market research into consumers opinions of age statements and found a considerable knowledge gap.
Chivas Brothers has found 90% of whisky drinkers don't understand what the age statement on a bottle of whisky means.
You can read the results of the research here:
www.scotchmaltwhisky.co.uk/whiskyagestatementresearch.htm |
That's quite fascinating William. I have also been to tastings where the presenters downplay age statements though they often give specific reasons why a younger vintage of a particular variety offered by a given distillery may rate higher. I think that a subset of single malt aficianados are more sensitized to age statements, their meaning and are often influenced by whisky pundits who favor some of the more aged offerings.
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"Always carry a large flagon of whisky in case of snakebite and furthermore always carry a small snake."
W.C. Fields (1880-1946) |
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Samson
Master Of Malts
Joined: 24 Nov 2007
Posts: 1732
Location: Canada
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| Posted: Thu Sep 20, 2012 1:46 am Post subject: |
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| The majority do believe the age statement serves as a sign of quality. And well done to Chivas for trying to educate consumers who may be falling for whisky with shiny packaging, no age statement and big price tags. |
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