Pernod Ricard Global Travel Retail (PR GTR) has partnered with Lotte Duty Free Singapore and Changi Airport Group to stage a racing-themed Chivas Regal pop-up at Changi Airport.
The Changi-1st campaign runs from 16 September to 26 October in the Terminal 3 Departure Transit area. It is timed to coincide with the Singapore Grand Prix (9-11 October).
The pop-up spotlights the recently launched Chivas Regal 16 Year Old Charles Leclerc Limited Edition, alongside Chivas Regal Crystalgold and Chivas Regal 18 Year Old.
The dynamic Formula 1-themed activation builds on the partnership between Chivas Regal and Scuderia Ferrari HP and its Global Brand Ambassador, racing driver Charles Leclerc. A stand-out element is Chivas Regal’s first racing simulator in Asia Pacific travel retail.
Travellers who purchase any Chivas Regal product can test their reaction times at the racing simulator which recreates the high-speed atmosphere of the Formula 1 racetrack.
After completing the simulator experience, customers can visit the tasting bar to sample Chivas Regal 16 Year Old Charles Leclerc Limited Edition, Chivas Regal 18 Year Old and Chivas Regal Crystalgold.
The animation features the Scotch whisky brand’s signature golden Luckenbooth emblem and racing flags. It is supported by out-of-home advertising and Lotte Duty Free digital media which both showcase the global campaign starring Leclerc.
Chivas Regal 16 Year Old is the first 16-year-old expression in the brand’s history and Formula 1 driver Charles Leclerc’s debut signature blend. Inspired by Leclerc’s racing number, it brings together 16 whiskies, each matured for at least 16 years.
The limited-edition release, described as offering a rich, long and velvety finish, is designed to appeal to motorsport enthusiasts and whisky collectors alike. A limited quantity is available across 40+ markets, including global travel retail.
Lotte Duty Free Singapore Managing Director Bruce Ham Seok Min remarked: “It has been a thrilling Formula One season so far and we are excited to welcome fans to Singapore for the next big race. Together with Pernod Ricard GTR, we are in pole position to capitalise on the GP occasion and invite travellers to immerse themselves in the Chivas Regal hospitality on offer here at Lotte Duty Free.”
Changi Airport Group Managing Director Airside Concessions Hung Jean added: “With the arrival of Formula One in Singapore, Changi Airport will welcome visitors from around the world as they arrive to experience the excitement of race week.
“This exclusive Changi 1st activation captures that energy, giving travellers a unique opportunity to get behind the wheel of Chivas Regal’s first racing car simulator in Asia Duty Free while discovering the brand’s latest innovation. We are excited to bring together world-class retailtainment and the spirit of one of Singapore’s most anticipated events.”
Pernod Ricard Global Travel Retail General Manager Asia Pacific Antonio Duva said: “Our partnership with Scuderia Ferrari HP is built on shared legacies of craft, innovation and luxury, and those are the exact same characteristics of this exhilarating Changi-1st pop-up.
“After successful showcases in Miami and Monaco we are delighted to bring another Grand Prix celebration to Singapore and toast the success of the Scuderia Ferrari HP team with this superb collection of spirits from Chivas Regal.” ✈
