Chivas Regal has unveiled its new ultra-prestige Scotch whisky, The Icon, in travel retail via an initial exclusive with Dubai Duty Free.
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Pernod Ricard Gulf Managing Director David Freeborn, Chivas Brothers Chairman and CEO Laurent Lacassagne, Dubai Duty Free Executive Vice Chairman Colm McLoughlin and Chivas Regal Master Blender Colin Scott at the exclusive launch of Chivas Regal The Icon at Dubai Duty Free |
With a limited number of bottles produced each year, the inaugural edition will be available exclusively from Dubai Duty Free between May and September this year, before being rolled out across the globe.
The brand will also have a dedicated installation within the Dubai Emirates First Class Lounge while a network of more than 150 screens across all Dubai International concourses will showcase the new line.
Chivas Regal The Icon is a blend of rare whiskies from over 20 distilleries across Scotland with the rarest malts from the oldest continuously operating distillery in the Scottish Highlands, Strathisla, at its heart. The blend is also accented by single malts from Longmorn and Glen Keith. It contains rich notes of honey, vanilla and dark chocolate.
The Icon is presented in a hand-blown etched crystal decanter created by craftsmen at Darlington Crystal and finished with metalwork. It features a signature luckenbooth stopper (a Celtic symbol of love) and is presented in green glassware that pays homage to the original green 1909 Chivas Regal bottle.
Speaking at the 5 May launch with Dubai Duty Free, Chivas Brothers Chairman and CEO Laurent Lacassagne said: “Chivas Regal The Icon is a truly exquisite blend and it furthers our offering within the ultra-prestige segment. We are thrilled to be launching this unique blend at Dubai Duty Free as it provides the perfect positioning for us to meet increased consumer demand for luxury whisky.”
Dubai Duty Free Executive Vice Chairman Colm McLoughlin added: “We are delighted that Dubai Duty Free was selected as the platform for this exclusive launch of Chivas Regal The Icon. Our customers travel from all over the world and for them to have the chance to purchase this unique blend is very much in line with our commitment to showcase the best brands and products in the world.”
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The green glassware pays homage to the colour of the original 1909 Chivas Regal bottle | |
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