UK. Chivas Brothers, the premium Scotch whisky company of Pernod Ricard is introducing initiatives to reinforce the premium status of Chivas Regal 18 year old.
A new Chivas Regal Bottle Glorifier (pictured) in dark brown leather with a brass engraved back plate is being launched to increase visibility in selected airports. In top restaurants and bars, the strategy is extended to a leather cigar box holder, with Chivas Regal 18 year old branded cigar cutter and cigar matches; and a barman’s leather holster, complete with branded pen, cigar lighter which can be attached to a barman’s belt.
Sophie Gallois, brand director, commented: “The new range of gift and point of sale items have been created to drive sales and communicate the premium status of Chivas Regal, emphasising both taste and quality. The materials chosen are warm and sensuous to reflect the smooth characteristic of the brand.”
The US, Spain, Portugal, Greece, France and Japan are amongst the countries that will feature the new point of sale material within the bar trade. Key duty free markets for Chivas Regal 18 year old, and the super premium whisky category overall, are the US, Japan, Spain, Greece, South Korea and other Asian gateway airports.
