Pernod Ricard Global Travel Retail has unveiled the travel retail-exclusive limited-edition Chivas XV Festive Series. The release is the first in a series of limited-edition packaging designs in celebration of the festive season.
Starting this month, the expression will launch in the Gulf and India, EMEA and South East Asia with an RRP of US$97.
The first featured packaging in the Festive Series is specially designed for the Diwali celebration, featuring a glow-in-the-dark rangoli pattern and vibrant colours to reflect the energetic flames of the festival of lights.
Pernod Ricard Global Travel Retail Vice President of Marketing Liya Zhang said: “We are thrilled to introduce the Chivas XV Festive Series Limited Edition, exclusively available in global travel retail.
“This packaging truly captures the importance of marking special moments and embodies Chivas’ essence of celebration.
“We are sure that our customers are going to be excited to get their hands on the limited-edition packaging, which brings to life a festival of light in celebration of the upcoming festive season, and we look forward to continuing the series with new designs over the coming years.”
Chivas Regal will bring the Festive experience to life at select airport locations starting this month.
The immersive airport activations will feature a photo booth, allowing travellers to create personalised postcard printouts, and a dedicated space to purchase the new limited-edition pack.
The launch will include a personalised augmented-reality experience. By scanning a QR code on a take-home postcard received with a purchase, travellers can create a personalised message including animated fireworks for friends, family and loved ones. ✈
