London, Aug.14 : Endorsements and patronage from the British royal family for a product like whisky still do matter in this day and age, if not in Britain, they definitely do in emerging export markets for high-end whisky in China, India and Russia.
When the Prince of Wales reminded people in his interview to the Telegraph that Laphroaig was his favourite malt whisky, it was evidence of the power of the Royal Warrant in action.
He also managed to slip in plugs for business ventures including North Highland Products and its Mey Selections brand, sold exclusively in Sainsbury's, and even for the Forss Country House Hotel near the Castle of Mey. According to Olly Wehring, managing editor of Just-drinks.com, an online trade magazine site, Charles support might not carry much cachet with British consumers, but the Royal family's connection to a product cannot be ignored. The makers of a product tend to benefit from such patronage.
Take the example of Chivas Regal. It is still benefiting from a Royal Warrant granted by Queen Victoria in 1843 and bestowed upon its Royal Salute blend to celebrate the 1953 Coronation.