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The Chivas Life promotion at Moscow Domodedevo Airport |
FRANCE. Pernod Ricard has opened Moscow’s first gentleman’s bar showcasing its Chivas Brothers whiskies.
The CHIVAS Bar & Lounge, which began trading on 21 April, is a joint venture between local fashionable restaurateur, Stepan Mikhalkov, and Pernod Ricard Rouss featuring Chivas Regal.
Explaining the decision to open a bar in the Russian capital, Ian Williams, Managing Director of Travel Retail Europe commented: “Russia is a key market for Chivas and has been identified as the most fashionable and status-affirming beverage in this country. We have been extremely active in building the brand in the travel retail sector as well as in the on- and off-trade and having our own branded bar will enable us to reinforce the brand’s premium status among a very fashion-conscious clientele. The launch of the Chivas Bar & Lounge is part of our trend-setting strategy to engender long-term brand loyalty in a highly competitive market.”
Tastings for Chivas Regal 12yo and 18yo have been held at Moscow Domodedevo Airport, where extensive sampling is part of The Chivas Life campaign.
In addition, instant win game cards were distributed alongside tasting cards where travellers could win an underwater camera.
Sales of Chivas Regal in Domodedevo have been “buoyant” due to the sales of 2 x litre packs and branded cabin bags, according to Pernod Ricard.
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