Chivas Regal managed to sell its 12 year old scotch’s 1.37 lakh cases as compared to 1.29 lakh cases of Jhonnie Walker Black Label in the bottled-at-source, premium blended scotch segment.
The push for the blockbuster tie-up with SABMiller is being fuelled by fears of declining beer sales in key markets as US and European drinkers abandon traditional brands for more local options.