Chivas Regal ranks first in scotch, say the world's affluent, according to study from Synovate
8 April 2003
NEW YORK — WHEN it comes to scotch, Pernod Ricard's Chivas Regal brand is most closely associated with prestige, sophistication and quality, say the world's affluent, according to findings from the Global Prestige Study survey just released by Synovate, a leading global research firm with offices throughout the U.S.
Synovate polled more than 1200 affluent consumers across Brazil, Canada, the U.S., China, Japan, Singapore, Germany, France, Russia, Spain and the United Kingdom, reaching at least 100 in each country. The study assessed brand ownership, prestige and other brand qualities in four categories: cars, watches, hotels and liquor. Respondents were screened for a combination of income and ownership of luxury goods and services.
The independent study is being presented at Synovate's April 10th seminar during the Advertising Research Foundation's 2003 Annual Convention and Research Infoplex at the New York Hilton.
Findings show that Chivas Regal is the leading brand on key measures in Brazil, Canada, the U.S., Singapore, France and Spain. Johnny Walker Black is a strong second to Chivas, and leads the list for "most prestigious" in Germany and Russia, while in Japan and China the Royal Salute brand is the brand of choice. For the affluent in the U.K., Glenfiddich takes top honors.
Not only does Chivas lead the list in prestige, but it was also the most purchased brand of scotch across most markets, when the affluent were asked which brands they purchased in the last two years.
"Although single malts and more esoteric brands are making inroads among wealthy scotch lovers, this study found that their bars at home are still stocked with Chivas Regal, which still is a leader among brands when it comes to images of prestige and sophistication," says Gary Williams, senior vice president of Synovate.
Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6,400 staff across 62 countries.
For more information on Synovate visit www.synovate.com.