Survey Says — Family and Friends More Important than Bank Account and Career in Defining True Success

Survey reveals Canadian men would most like to have a drink with Prince William

TORONTO, June 28, 2012 /CNW/ - In an informal survey of Canadian men conducted last week by Chivas Regal, one of the world's leading premium Scotch whiskies, almost half of respondents (47 per cent) identified having great relationships with family and friends as best defining true success. Tied for a distant second were one's bank account and overall health, each garnering 17 per cent of the responses. Rounding out the responses, 14 per cent selected one's career while just five per cent indicated making a contribution to society as best defining success. The survey results align with similar findings from recent market research conducted by Chivas in Canada.

"Canadians' view of what defines success is both holistic and progressive," says Rachel Kubacki, Brand Manager for Chivas Regal in Canada, referring to both the survey results and supporting market research. "As part of its campaign this year, Chivas is focusing its efforts on getting young Canadian men of legal drinking age thinking (and rethinking) about scotch in a new and progressive way. Chivas is also encouraging them to step back and examine the aspects that define their personal success."

In the survey, Canadian men were also asked which modern, successful man they would most like to enjoy a glass of Chivas with, and a majority (23 per cent) chose the would-be King of England, Prince William. Coming in second was another popular Brit, David Beckham (18 per cent), followed by Facebook mogul Mark Zuckerberg (12 per cent) and Canadian rap superstar Drake (9 per cent). 38 per cent of respondents chose to write in their own choice of modern man they'd most like to enjoy a Chivas with, and of those entries, some of the notable names included, Sean Connery, Bill Gates, Ben Kingsley, Sir Richard Branson, Barack Obama and Bill Clinton.

Additionally, respondents were asked which attribute was the most important on the road to achieving success, with integrity leading the way at 34 per cent. The next most important attribute to becoming successful, according to the results, was determination (29 per cent), followed by confidence (19 per cent), loyalty (nine per cent), intelligence (six per cent), and finally, generosity (three per cent).

The survey was executed at the Chivas 1801: You've Arrived event on Thursday, June 14, in Toronto. Chivas Regal invited 150 lucky guests to a memorable night that included raising a glass of the super-premium Chivas 25-Year-Old Scotch with Dragon's Den host Bruce Croxon. The attendees mingled with Croxon along with former Toronto Maple Leaf Wendel Clark, Toronto Raptor Jamaal Magloire, New York Ranger Michael Del Zotto, and Flashpoint actor David Paetkau. The group was also treated to a rare and intimate surprise performance by the hot, emerging Canadian band Young Empires.

The event was designed to introduce new Scotch drinkers to the Chivas lifestyle. It followed a series of intimate tasting events in Toronto, hosted by select retail partners where consumers were given a chance to win an invitation to the larger, signature Chivas party. Those partners — leading businesses from the men's fashion, grooming, gourmet food, technology, art and décor arenas — included Mankind, GotStyle, Bay Bloor Radio, The Healthy Butcher, Ben Sherman, MJG Gallery and Casalife. Partner brands were prominently featured at the main event, each offering a relevant interactive and educational vignette for attendees to enjoy.

"We call these types of events edutainment for the modern man," Kubacki added. "As Scotch continues to grow in popularity in Canada and around the world, Chivas wants to ensure it is speaking to its consumers in a way that is both relevant and memorable."

About Chivas Regal
Chivas Regal is a truly global brand, selling 4.2-million 9L cases annually in more than 150 countries (more than a bottle sold every second). Chivas Regal has achieved a strong global performance — number 1 in Europe and Asia, with dynamic growth in Eastern Europe, South America and most emerging markets. The Chivas Regal range is the epitome of style, substance and exclusivity, and includes Chivas Regal 12, 18 and 25 Year Old.

About Corby
Corby Distilleries Limited is a leading Canadian marketer of spirits and imported wines. Corby's portfolio of owned-brands includes some of the most renowned brands in Canada, including Wiser's Canadian whiskies, Lamb's rum, Polar Ice vodka, and McGuinness liqueurs. Through its affiliation with Pernod Ricard, Corby also represents leading international brands such as ABSOLUT vodka and Chivas Regal, The Glenlivet and Ballantine's Scotch whiskies, Jameson Irish whiskey, Beefeater gin, Malibu rum, Kahlúa liqueur, G.H. Mumm champagne, and Jacob's Creek, Graffigna, Stoneleigh and Wyndham Estate wines.

Please enjoy our products responsibly.

For more information visit www.chivas.com, or contact:
Alistair Kyte
LexPR Canada
416-542-9140 ext. 3362
[email protected]