Whisky setback
Chivas sales hit by slower sales in US and China

A downturn in sales in the US and China contributed to a fall in sales at Scotch whisky company Chivas Brothers.
Net sales fell by 2%, due to a slow first quarter, with gradual recovery in the second, but tumbled by 10% and 19% in the US and China respectively in the second half of 2024, as consumers reined in spending.
Dumbarton-based Chivas, which makes brands such as Ballantine’s and Chivas Regal blended Scotch, said the recent sales dip reflects “complex market dynamics” seen across the wider Scotch sector, alongside “ongoing global economic headwinds”.
Emerging markets such as Turkey (up 56%), Brazil (rising 8%) and India (1%) performed well for the Chivas Regal and Ballantine’s brands.
Ballantine’s global sales saw strong growth of 8%, driven by the Ballantine’s Finest, which increased sales in most of its strategic markets.
Chivas Regal grew by 3%, supported by consumer appetite for its Chivas 12 and Chivas 18 offerings, as well as new product launches, such as Chivas Regal Extra Smoky Cask, which saw strong performance in its launch market of Turkey towards the tail end of the half.
The Glenlivet’s global sales fell by 9% as a result of “challenging” US and Asian market dynamics, but saw growth in South Africa and India.
Royal Salute experienced a 20% decline, as a result of tightened consumer spending across key Asian markets, with the exception of Taiwan, where appetite for Royal Salute’s signature blends persists.
Chivas Brothers’ chair and chief executive Jean-Etienne Gourgues commented: “Our H1 FY25 performance reflects the complexity of the global Scotch market, along with the agility and resilience of our organisation.
“While we remain realistic about short-term challenges, we’re taking a dynamic approach to investments in our brands and in our business to help navigate through these headwinds while preserving our long-term ambition.”
Chivas Brothers, part of Pernod Ricard, is the world’s second largest Scotch whisky producer, exporting to 150 markets.










