Scotch whisky brand Chivas Regal is aiming to help retailers benefit from the huge and currently untapped growth potential for premium blended Scotch whiskies in the UK.

The brand has been working closely with both the on- and off-trade over the past 12 months on large scale educational programmes to ‘demystify’ the category and boost the opportunity to drive sales of blended whisky.

Chivas Regal sees a significant opportunity to continue to grow the premium blended category in the UK. Globally it is by far the largest segment of the category but here in the UK, traditionally, the standard end has remained dominant. However, figures show that standard blends are in decline and the trend towards premiumisation is strong and getting stronger.

Ben Booth, senior brand manager for Chivas Regal, told Retail Express: “Retailers need to understand there’s a clear gross profit value to them. They can make more money by trading their customers up.”