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Issue 43 - Bigbrandsbattleitout

Whisky Magazine Issue 43
October 2004

 

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Bigbrandsbattleitout

ChivasandGlenmoranigesmartenuptheiractforChistmas

ThepreChristmasperiodisalwaysanintenseonefordrinkscompanies.Butthisyeartheblendedsectorlookssettobemorecompetitivethaneverastheleadingbrandsvieforposition.

Andtwooftheverybestproductsinthemarket–TheBaillieNicolJarvieandtheChivasRegal18-aregettingafreshlookandsomeheavyweightmarketingsupportastheytryandwinovernewdrinkers.

BaillieNicolJarvie,knownasBNJandshort-listedinourBestoftheBestAwardstwoyearsago,isownedbyGlenmorangieandissettoreceivea£1.7millionboostandanewrisquéadvertisingcampaign.

“Thebrandissomethingofasecret,”saysGlenmorangie'sdirectorofmarketingGraemeLindsay.“ItistheonlyblendtocontainGlenmorangieanditcontainsnineexceptionallygoodmaltsandjustonegrain.Theyoungestiseightyearsoldandtherearesomeconsiderablyolderthanthat.

“Andthewhiskyhasbeenproducedusingthesamestringentwoodmanagementtechniquesastheotherwhiskiesproducedbythedistillery.Manyofthecasksarefirstfill,andweusebothsherryandbourbon.”

GlenmorangiemasterblenderRachelBarrie(picturedabove)saysthatBNJ'sexceptionalsmoothnessistheresultofcarefulcrafting.

“Agreatdealoftimehasgoneintomakingsurethatthebalanceisrightandthebeststandardsofqualityhavebeenused,”shesays.“Wethinkwehaveablendthatisexceptionallystrong.”

BNJwillstillbesoldinitstraditionalanduniquethreepartlabelandwillhaveacorkin-capsuleopenerratherthanascrewtop.Butitisbeingbackedwithacheekyandirreverentadvertisingcampaign.

ChivasRegal18hashadanamechangeandwillbecalledChivasRegal18GoldSignature,anditnowhasnewpackaging.Thefaceliftispartofaca...

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