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Above: A customer enjoys the Chivas Regal and Valrhona joint tasting promotion; Top: A hostess wearing a specially branded Chivas Regal 18yo outfit |
DENMARK. An upscale promotion in Copenhagen Airport highlighting the Chivas Regal whisky and Valrhona chocolate brands has resulted in a +214% sales uplift of Chivas Regal 18yo, the Scotch producer reports.
The tasting, entitled Indulgent Tasting Experience and held throughout November 2007, saw Chivas Regal 18yo partner with Valrhona, the upmarket French chocolate brand.
Chivas Regal also enjoyed a sales uplift across the range: Chivas Regal 12yo (one-litre bottle) was up by +20%, 12yo (70cl) increased by +6% and sales of 12yo (50cl flasks) rose by +2%.
Commenting on the aim of the tasting, Chivas Brothers Regional Director Robin Johnston said: “This highly visible sampling activity was set up to educate travellers about the philosophy behind the Chivas 18 Year Old blend. The art of blending was brought to life in this classic partnership between luxury chocolate maker Valrhona and Chivas Regal 18yo, a premium Scotch which contains notes of dark chocolate to compliment the Valrhona.
“It demonstrated the benefit of adding value to travellers’ buying experience rather than running a price promotion.”
As part of the joint campaign, hostesses wearing custom-made Chivas Regal 18yo dresses conducted the tastings from a branded tasting table, and passengers were offered cocoa beans and natural barley to taste. The hostesses explained the taste profile of the 18yo and the philosophy behind making it, as well as that behind creating a Valrhona chocolate.
Specially packaged for Chivas Regal 18yo, the Valrhona chocolates were wrapped with luxury paper decorated with the Chivas Regal 18yo logo.
POS materials were also on display and available for purchase in the tasting area, including Chivas Regal 18yo bottle glorifiers, candle holders, leather coasters and trays.
MORE STORIES ON CHIVAS REGAL AND VALRHONA
Chivas Regal 25 Year Old debuts at Dubai Duty Free following Burj Al Arab launch – 04/11/07
Diary of a Launch: Chivas Regal 25 year old goes on a world tour – 04/10/07
Valrhona chocolate shop lands at Paris Orly – 18/04/06
Trendy Valrhona launches first travel retail exclusives – 11/11/05
