Chivas Brothers: Refreshing flavour – how cultural insight created category redefining flavour wheels for Chivas Brothers’ brands globally

Chivas Brothers, a Scotch whisky brand, created dramatic category differentiation by expanding whisky's flavour vocabulary in the USA, Chile and Spain.

Summary

Chivas Brothers, Pernod Ricard, recognised that the language of whisky flavours was repetitive, intimidating to novices, and in need of modernisation – with both the category and consumers defaulting to traditional descriptors, e.g. "rich", "c

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