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(Left) Dubai Duty Free Managing Director Colm McLoughlin with Pernod Ricard Gulf General Manager David Freeborn as Chivas Regal 25yo makes its regional debut at Dubai Duty Free | |
Left to right: David Freeborn, General Manager, Pernod Ricard Gulf; Christian Porta, CEO Chivas Brothers; Colm McLoughlin, Managing Director, Dubai Duty Free; His Grace, Torquhil Ian Campbell, 13th Duke of Argyll; Colin Scott Chivas Brothers Master Blender |
UAE. Pernod Ricard’s new Chivas Regal 25 Year Old blend has made its debut in Dubai Duty Free, following the Middle East regional launch at the Burj Al Arab hotel in Dubai.
The first bottle to arrive in the Middle East was presented to Dubai Duty Free Managing Director Colm McLoughlin by Colin Scott, Master Blender at Chivas Brothers. The first bottles of Chivas Regal 25 Year Old went on sale at Dubai Duty Free at 09:00am, the day after the formal launch – the latter a VIP event attended by over 130 guests.
The Middle East event in Dubai followed on from the glamorous international launch of Chivas Regal 25 Year Old, which took place at the New York Public Library on 28 September. There the world’s first bottle of Chivas Regal 25 Year Old was presented to Oscar-nominated actress Julianne Moore, who received the bottle on behalf of the city of New York.
His Grace, Torquhil Ian Campbell, 13th Duke of Argyll, who is a global brand ambassador for Chivas, hosted the Dubai event, which was also attended by Chivas Brothers CEO Christian Porta.
Colm McLoughlin, who was also a guest at the New York launch, said: “We are delighted to have been chosen as the launch retailer in the region for this unique 25 year old Chivas Regal.
“The launch at Burj Al Arab was very well orchestrated and having the product in store the next day was excellent.”
He added: “We are continually looking at offering innovative and exciting products to our customers and this Chivas Regal 25 Year Old obviously fits the bill on both fronts.”
BACKGROUND ON CHIVAS REGAL 25 YEAR OLD
98 years after the launch of the original Chivas Regal 25 Year Old, the ultra-premium Scotch whisky was relaunched on 28 September in New York. There, at an extraordinary celebration party at the New York Public Library, the reborn Scotch whisky was tasted by an audience of 500 guests drawn from around the globe.
The following day, at New York JFK Airport with DFS Group, International Shoppes and Duty Free Americas Pernod Ricard launched the line extension into duty free. The first bottle sold – to Pernod Ricard Asia Managing Director Alexandre Ricard – was then flown to Singapore Changi Airport for the Asia Pacific travel retail launch with DFS Group. In an unprecedented example of ‘real time’ media coverage, The Moodie Report attended both launches, flying with the bottle from JFK to Changi with the Pernod Ricard team.
Chivas 25yo will retail in duty free at around US$235 (compared with US$58 for Chivas 18yo at JFK T4 or Chivas 12yo at US$36).
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FROM THE PUBLISHER: The remarkable launch of Chivas Regal 25 Year Old was chronicled in the latest issue of The Moodie Report Digital Print Edition. Click here to download.
Dubai Duty Free was also featured in the same edition. Click here to download.
MORE STORIES ON CHIVAS REGAL 25 YEAR OLD
Diary of a Launch: Chivas Regal 25 year old goes on a world tour – 04/10/07
Chivas Regal 25 year old brings another ‘Changi First’ for DFS as Asian roll-out begins – 02/10/07
