Passport Scotch Flying High with 1 Million Case Sales – Scotch Whisky News
Passport Scotch Flying High with 1 Million Case Sales
Born in the 1960s, the ever-innovative Passport Scotch has broken new ground with the announcement today of one million nine litre case sales (MAT)* globally. This latest milestone positions the brand among the top 20 Scotch whiskies in the world.
The continued double-digit growth of Passport Scotch is primarily driven by its strong performance in Brazil, the brand’s largest market, and Mexico, where it is experiencing increasing popularity. A strong performance in other key markets including Africa, Portugal and Poland, has also contributed to the brand’s success.
Geoff Parmiter, Brand Director of Standard Brands at Chivas Brothers, comments: “We are delighted to announce this latest triumph. Passport Scotch has a strong and vibrant identity that has always been characterised by its distinctive rectangular green bottle, which has become a unique symbol in the world of Scotch whisky. As a result, it continues to attract young adults, for whom individuality is essential, around the world. By continually engaging with this audience through groundbreaking marketing activity, we are confident that Passport Scotch will continue to enjoy success in the foreseeable future.”
The brand has been built on a communication platform based on the theme ‘Estilo Propio’, which translates as ‘a style of its own’. Growth in leading market Brazil has been fuelled by Green Project, a digital initiative that has strengthened the brand’s association with urban culture, electronic music and technology. Meanwhile the launch of the Passport Scotch ‘Night Bottle’, designed by renowned graphic designer Flavio Samelo, reinforced the association through increased brand visibility in key on-premise outlets.
* Month ending 30 Sept 2011
About Chivas Brothers
Chivas Brothers is the Scotch whisky and premium gin business of Pernod Ricard – the world’s co-leader in wine and spirits. Chivas Brothers is the global leader in luxury Scotch whisky and premium gin. Its portfolio includes Chivas Regal, Ballantine’s, Beefeater Gin, The Glenlivet, Royal Salute, Aberlour, Plymouth Gin, Longmorn, Scapa, 100 Pipers, Clan Campbell, Something Special and Passport Scotch
