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How Chivas and NBA drove whisky sales in China
A series of marketing experiments are beginning to bear fruit for the whisky brand.
Pernod Ricard announced last week that Chivas Brother’s Scotch whisky portfolio hit a sales upswing of 2.4 per cent over the first half of the 2017-18 financial year.
Much of that growth has come from Asia. With the Chinese market bouncing back to growth and its partnership with the National Basketball Association (NBA) in the region as well as broadcaster Tencent has further pushed up sales.
According to Chivas’ marketing director Glen Brasington, “We have to work with digital providers and platform providers to make sure our content appears in the right space and that our content is with the right type of audience.”
To develop fast and relevant content, it has an in-house digital team of 10 that does everything from “localising and adapting global creative, creating topical content, responding to consumer questions and listening to social commentary and trends”..