The Conversation JEAN-ETIENNE GOURGUES, CHAIRMAN AND CEO, CHIVAS BROTHERS

The number of barrels of premium whisky distilled by Chivas Brothers, the €2.6 billion Scotch whisky arm of liquor major, Pernod Ricard, outnumbers the 5.5 million population of Scotland. The makers of popular brands such as Chivas Regal, Glenlivet, Ballentine's, Royal Salute and Aberlour contribute 23% to the revenue of their parent, €10 billion Pernod Ricard. Jean-Etienne Gourgues, chairman and CEO, Chivas Brothers, discusses the great shifts in consumer preferences — from premium whiskies to single malts; from flavouring to IMFL. Interview by

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