Chivas Brothers, the scotch whisky arm of Pernod Ricard, has undertaken an environmental survey asking Brits their opinions on the health of rivers in their area. The survey revealed that seven in 10 Brits are concerned about the health of their local rivers. Despite this, Chivas Brothers has found that the knowledge about the specific threats to river health and biodiversity is limited amongst the British public.
The survey was conducted as part of Chivas Brothers’ The River Within program, which aims to restore and protect the natural habitats found in Scotland’s rivers. According to The Rivers Trust, these waterways have seen a significant decline in health as a result of human intervention and climate change.
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Chivas Brothers’ Survey Results
2,000 people were polled as part of the survey. Chivas Brothers discovered the following:
- 74% of Brits were aware that rising temperatures negatively impacted river health
- 31% of people wrongly believed that decreased water flows lessen the impact of pollution
- 23% of people incorrectly believed that planting trees along river banks would be detrimental to river health
- When presented with six images of rivers – three healthy and three unhealthy – just 8% of people were able to identify all correctly
Despite the apparent lack of awareness surrounding specific issues, the British public overwhelmingly believed (76%) that not enough is being done to restore the UK’s rivers and waterways. In fact, many Brits believe rivers and waterways to be vital to the countryside and to their health and wellbeing:
- 92% of people believed that rivers are important to making the UK a beautiful place to live and visit
- One in five people visited their nearest river in the week preceding the survey
- 37% of people believe rivers to be important to relaxation and mental wellbeing, 36% to exercise, and 23% to wildlife observation
As such, Chivas Brothers and The Rivers Trust believe that it is vital to raise awareness of the charitable work being done by various organisations dedicated to saving our rivers.
Elle Adams, Strategy Lead at Findhorn, Nairn and Lossie Rivers Trust commented:
“Many of the issues faced by rivers, burns and waterways are not obvious without an understanding of the wider landscape. One of the key ambitions of The Findhorn Watershed Initiative is to inspire a local culture of nature connection. Enhancing peoples’ understanding of, and connection to, their local river environment is fundamental to our nature restoration work.”
The River Within
The River Within program, a collaborative effort between Chivas Brothers and Scottish river trusts, aims to fund and undertake restoration projects in order to protect and maintain the ecosystems within Scottish rivers.
The trusts that are working with Chivas Brothers in this long-term partnership are the Deveron, Bogie and Isla Rivers Charitable Trust, Findhorn, Nairn and Lossie Rivers Trust, and the Spey Catchment Initiative.
Since launching The River Within, Chivas Brothers has been actively collaborating with its partners to support initiatives that enhance river resilience and biodiversity. So far, three key projects are underway: a fluvial audit combined with a topographical study, riparian planting, and a programme of woodland restoration and fencing to encourage the natural regeneration of ancient riverine woodlands. These efforts aim to counteract the effects of climate change and biodiversity loss, safeguarding Scotland’s waterways and riverbanks for the future.
Rivers & Scotch Whisky
Speaking about the importance of saving our rivers Ronald Daalmans, Sustainability Director at Chivas Brothers, noted that waterways are not only vital for the health of the environment but also for the future of scotch. He also added that sustainable efforts within the whisky industry are the responsibilities of today’s producers:
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“Water is one of just three ingredients used to make whisky and the lifeblood that runs through the communities of which we are a part. As a business with a vision to safeguard the future of Scotch whisky, we must work to protect the environments we rely on, not only for ourselves but all those around us. Therefore, its responsible use is integral to our efforts to become the leaders of whisky’s waste-free future, along with energy reduction and decarbonisation, regenerative agriculture and reimagining our packaging.
“We acknowledge that increasing education is essential to build stronger support to protect and enhance our rivers and waterways. Programmes like The River Within will bolster public awareness of the issues faced and act as the catalyst for continued change in this area.”
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