Chivas Brothers, the world’s leading producer of luxury Scotch whisky, has announced that it is launching a global campaign to advocate the importance and value of the age statements to consumers.

According to new research commissioned by Chivas Brothers, 94% of consumers believe the age statement serves as an indicator of quality, 93% believe that older whiskies are better quality and 89% actively look for an age statement when making a decision to purchase.

However, there is a global lack of knowledge about what the age statement actually means: only 10% understand that it refers to the youngest whisky in the bottle, nearly half (48%) believe an age statement refers to the average age and 35% believe it signifies the oldest whisky present. The Scotch Whisky Regulations (2009) make clear what an age statement means: the age of the youngest whisky in the bottle.

Chivas Brothers, Distiller of the Year 2009, is responding with a campaign called “The Age Matters,” which will manifest itself through stand-alone activity as well as through integration across the company’s aged whisky portfolio, which includes the Ballantine’s, Chivas Regal, The Glenlivet, and Royal Salute brands.

“We at Chivas Brothers are always talking to consumers as part of our research,” says Robin Johnston, Regional Director, Chivas Brothers. “In this case, we wanted to know if shoppers really understand the age of the Scotch they’re buying. As you can see, the answers were quite surprising but nonetheless consistent across nine countries.

“The research we’ve conducted confirms that many people may not fully appreciate what’s in the bottle they’re buying,” continues Johnston. “When you think about a 25-year-old Scotch, for example, it’s really quite amazing that a liquid remains in a cask for such an impressive amount of time. The age of our whiskies is part of our DNA here at Chivas Brothers. If nothing else, this initiative is about conveying the value and preciousness of our portfolio to our consumers.”

Indeed, one of the greatest influences on the flavor of whisky comes from maturation. Much of the complexity of Scotch whisky comes mainly from its time in oak casks in Scotland; with outstanding spirit and wood management, it follows that the longer the maturation period, the more complex the whisky.

“Educational information such as leaflets and takeaways will be provided to customers starting in Seoul [for Ballantine’s Super Premium], Tel Aviv [for the Chivas Regal range] and Europe [for The Glenlivet],” explains Johnston. “We’ll also be running the same initiative in the Americas in August. DFS stores at LAX, JFK and San Francisco will be among the first to participate.”

From July 1, 2010, consumers will be encouraged to look for age statements on Scotch whisky via point-of-sale materials, advertising and public relations. A logo using the language “Guaranteed Age Whisky” has been created for usage in retail, and will be visible in the environment of Chivas Brothers brands that carry an age statement.

Christian Porta, Chairman and CEO of Chivas Brothers Limited, says: “The revelation that so many existing whisky drinkers do not understand that the age statement refers to [the] youngest age of the whisky shows that there is an opportunity for us to inform them. In an age when consumers of luxury goods increasingly demand transparency and authenticity from brands, it is vital that we empower consumers with knowledge so that they fully understand the value of what they are buying.”