UAE. Chivas Regal is making a donation to the Dubai Duty Free Foundation for every bottle of Chivas purchased in December 2008 and January 2009. The move comes as part of Dubai Duty Free’s 25th anniversary celebrations, through the brand’s ‘Live with Chivalry’ initiative.
The Dubai Duty Free Foundation was established in 2004 with the aim of raising funds for the needy and contributing to worthy charities around the globe. In 2007 the foundation donated US$5.4 million to the “˜Dubai Cares’ initiative and more recently pledged a three-year commitment to Sightsavers, a blindness prevention education programme.
“The ideals of the Chivas brand emphasise strong values such as respect, brotherhood, passion and humility,” explained John O’Sullivan, Marketing Manager for Pernod Ricard Gulf, the distributor of Chivas in the region. “This is a great partnership for the brand and we are excited about being involved in an initiative that gives a little bit back.”
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“˜Live With Chivalry’: Customers can make a real contribution to the well-being of others when they purchase Chivas |
On 20 December 2008, Dubai Duty Free celebrated 25 years in business. In this quarter century period it has grown to become one of the top three duty free operations in the world both in terms of size and turnover.
“This anniversary is obviously a major milestone for the operation,” said Dubai Duty Free Managing Director Colm McLoughlin. “The fact that our sales will reach US$1 billion in the anniversary period is another reason for us to celebrate.”
“We are delighted that a number of our suppliers have joined us in marking this 25th anniversary and the Chivas Regal promotion, which will result in a significant contribution to our foundation, is a great initiative and I thank everyone at Pernod Ricard for their efforts in this.”
For more information, visit www.livewithchivalry.org.
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