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Chivas Brothers shakes up the RTD category
Following two years of development, Chivas Brothers has launched two cocktail products that it believes fill a gap in the market.
Chivas Brothers, Pernod Ricard’s Scotch whisky division, has released two RTDs with a difference into the US market.
The Glenlivet’s New Manhattan and Old Fashioned Twist and Mix cocktails use a new technology that involves twisting the cap to release an inert gas which injects the flavouring ingredients into the whisky.
The drinks come in a 375 ml bottle of The Glenlivet single malt fitted with a special capsule. To serve, just pour and garnish to preference.
Jean-Etienne Gourges, Chivas Bros Chairman and CEO, says that not only do you enjoy seeing the ingredients for the two cocktails being mixed perfectly in the bottle but also the new lines add to the conviviality of the cocktail occasion by providing multiple serves for up to six guests.
Once opened the cocktails can also be stored in the fridge without loss of quality or flavour.
Gourges says the two new bottles are “in the tradition of Chivas Bros setting new standards and finding unconventional ways to deliver single malt experiences.”
After two years’ development in association with an unnamed US technical partner, The Glenlivet Old Fashioned and New Manhattan cocktails have been launched initially in the American market where demand for cocktails soared during the Coronavirus lockdowns and the trend has continued.
The new products are part of Chivas Bros’ drive to further extend its sales and premiumise its Scotch portfolio. Since 2017 Chivas Regal has seen its revenues rise by 25%, including Royal Salute by 32%, Ballantine’s by 13% and the Glenlivet by 9%.
Julia Massies, the newly installed managing director of Pernod Ricard UK, says she is eager to bring the new style of serving cocktails to the UK. Although a date has yet to be fixed, it is expected to be available in the UK off-trade next year.
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