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Latest Whisky News - Chivas Brothers - Fresh thinking in drive for responsible drinking - 22nd January 2010

Fresh thinking in drive for responsible drinking - Drink Drive Competition Winner22.01.10 - Chivas Brothers, the Scotch whisky and premium gin business of Pernod Ricard, is encouraging its employees to become ambassadors for responsible drinking.

Last month all 1600 employees were invited to take part in an alcohol knowledge survey and suggest a theme or topic for highlighting the importance of responsible drinking with a prize of £500 of High Street vouchers for the winning suggestion.

Christian Porta, CEO and Chairman of Chivas Brothers, said: “Every employee has contact with other people outside the workplace and if they can spread the message about personal responsibility we can start to change the way we all think about our relationship with alcohol.

“The vast majority of our consumers enjoy our premium products in a social and mature way but if we can reach some of those others with a personal responsibility message we can reduce the harm that alcohol can cause.”

This campaign is aimed at our own employees but I feel it will resonate far beyond the walls of our bottling plants, offices and distilleries.”

The winning campaign theme, by Alan McGee at the Kilmalid bottling plant in Dumbarton, was “We make our products with great care, please consume them in the same way.”

Chivas Brothers will now look at incorporating this theme in future responsible drinking marketing activities.

Employees were also encouraged to think about drink driving over the festive season and they were each given a car freshener to help them with fresh thinking about drinking.

Based upon a personal responsibility theme, designed by Pernod Ricard USA and introduced to this country by Pernod Ricard UK, “Accept Responsibility” challenges drivers to examine the excuses they come up with for risking a drive after drinking.

Each air freshener has a fresh, minty smell and research by Dr Bryan Raudenbush, Wheeling Jesuit University, West Virginia, has shown this to be one of the most effective scents for promoting clear thinking while driving.

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Highland Park Loki - The Valhalla Collection 15 Year Old Single Malt WhiskyHighland Park Loki - The Valhalla Collection 15 Year Old Single Malt Whisky

Colour/Appearance: Pale gold.
Nose: Spiced apple, oak cakes, dried bitter orange, buttery toffee, gingerbread.
Palate:Sweet smoke, apples, custard, woody, spices, cinnamon, ginger.
Finish: Constantly changing.

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Arran Malt Orkney Bere 2004 Vintage Single Malt Scotch WhiskyArran Malt Orkney Bere 2004 Vintage Single Malt Scotch Whisky

Nose: Malty and Herbal initially with hints of vanilla and freshly cut hay. A veritable hedgerow of aromas are at play whilst honey and sweet fruits emerge with a dash of water against a back-drop of rich, toasted oak. Clicks to read more

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Selection of Scottish Malts Whisky available from Spirits By Post

Highland Park Freya - The Valhalla Collection 16 Year Old Single Malt WhiskyHighland Park Freya - The Valhalla Collection 16 Year Old Single Malt Whisky

Distillery:  Highland Park

Colour/Appearance: Fair gold.
Nose: Mild sweet smoke, green apple, sweet butter icing, coconut and cream, lemon peal. Palate: Vanilla cream, spiciness, marmalade, cinnamon spice, oaky spice, leafy green notes, bark and damp twigs. Finish: Gentle spice, warming.

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Arran Malt The Exciseman Volume 3 Smugglers Series Limited Release Single Malt Scotch WhiskyArran Malt The Exciseman Volume 3 Smugglers Series Limited Release Single Malt Scotch Whisky

Distillery:  Arran

Nose: The rich honeyed character is immediate on the nose, luxuriously decadent. The fresh coastal character is also evident. Apples, vanilla and a touch of spice are also subtly present with a hint of toasted oak. Click to read full tasting notes.

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Macallan 12 Years Old Double Cask Single Malt Scotch WhiskyMacallan 12 Years Old Double Cask Single Malt Scotch Whisky

Distillery:  The Macallan

Nose: Creamy butterscotch with a hint of toffee apple, candied orange, vanilla custard and newly felled oak. Palate: Deliciously honeyed, wood spices and citrus, balanced with raisins and caramel. Finish: Oak lingers, warm, sweet and drying.
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Scapa 14 Year Old Single Malt Scotch WhiskyScapa 14 Year Old Single Malt Scotch Whisky

Distillery:  Scapa

Colour/Appearance: Gold yellow.
Nose: Spicy and fruity, half-dried apricots, peaty, honey, hazelnuts.
Palate: Round and sweet, nuttiness, honeyed, balanced oak, leather and caramelised notes.
Finish: Short, cinnamon lingers.

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Highland Park Capella Special Edition Single Malt WhiskyHighland Park Capella Special Edition Single Malt Whisky

Distillery:  Highland Park

Colour/Appearance: Dark Amber.
Nose: Honey, apricot, plum, a little smoked and salty.
Palate: Light influence of sherry: caramel, vanilla, fruit cake. A little creamy. Pretty alive in attack, then it softens afterwards.

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