The French drinks giant inherited Chivas Regal along with Martell brandy in its purchase of part of Seagram's drinks business last December.
Details of the relaunch remain under wraps, but the company wants to reinvigorate Chivas Regal as a premium whisky and take market share from rivals such as Johnnie Walker and Glenfiddich. Claessons won the brief after a pitch. In the past it has helped reposition drinks brands such as Glenfiddich and Labatts.
Global sales of Chivas Regal fell 19% year-on-year in the first half of 2002. Pernod Ricard created a dedicated division, Chivas Brothers, following the acquisition to house all variants of Chivas Regal along with its other whiskies The Glenlivet, Aberlour and Something Special.
Chivas Regal sells three million cases a year worldwide. It markets the variants Chivas Regal 12 Year Old along with premium brands 18 Year Old, Royal Salute and Chivas Revolve.
Pernod Ricard hired Martin Riley to be international marketing director for Chivas Brothers this year (Marketing, February 28). He joined from its Irish Distillers subsidiary.
_1.jpg)
.jpg)
