The Pernod Ricard-owned Chivas Regal franchise is launching a new ‘Extra’ variant into duty free and travel retail channels across Asia, positioning the line as a new ‘super-premium expression’ throughout the May-July 2015 period.

 

The launch is being underpinned by a new campaign entitled ‘Welcome to the Next Level’ that introduces the newest member in the Chivas Regal family, while it seeks to engage consumers in ‘a luxury airside experience’.

 

The new line and supporting campaign is being launched initially with seven airports in Asia, including Changi, Kuala Lumpur, Hong Kong, Bangkok Suvarnabhumi and Vietnam’s Tan Son Nhat International airport in May and June and with Incheon in June and Tokyo Haneda in July.

 

In a statement, the company said: “Travellers will be both educated and inspired by via a variety of mechanics, led by in-store comparison tasting bars which will bring to life the key differences between Chivas Regal 12 and Chivas Regal Extra, and highlight the influence of the sherry cask.

 

“Selected airports will also feature an interactive game challenging travellers to learn more about the product and entitling them to a premium gift. Furthermore, consumers will have a chance to discover more about Chivas Regal Extra via a sherry cask display, as well as aroma kit sets which bring its key flavour notes to life.”

 

 

Management says that Chivas Regal Extra is the first expression to be added to the family range of blended Scotch whiskies for seven years and has been created by Chivas Regal’s Master Blender, Colin Scott, as a tribute to John and James Chivas, the two brothers who pioneered the art of blending whisky in the 19th Century.

 

“Chivas Regal Extra marries whiskies matured in Oloroso sherry casks together with a selection of the rarest and finest malts in the Chivas inventory to create a rich and generous Chivas blend,” said the company. “Chivas Regal Extra is a gold medal award winner in blended scotch up to 15 years category in the San Francisco World Spirit Competition.

 

“An incredibly rich and discerning interpretation of the Chivas signature style, Chivas Regal Extra has a fruity, sweet nose with notes of ripe pears, creamy toffee and a hint of ginger. The ripe pears continue on the palate, with sweet tropical flavours of melons and soft notes of vanilla and caramel, blending with spicy notes of cinnamon and hints of almonds, leading to a long and fulfilling finish.”

 

The new product is said to be an ideal whisky for gifting and Richard Black, Global Brand Director for Chivas Regal added: “As the world’s first luxury whisky, Chivas Regal has a long history of important milestones that have helped shape the Scotch whisky category and define cocktail culture and the tastes of consumers the world over.

 

“The release of Chivas Regal Extra marks another momentous milestone for Chivas and we’re confident that this new super-premium whisky with its rich, generous flavour profile, will be well received by those looking for a truly rewarding and enriching whisky experience.”

 

An exclusive range of Chivas Regal Extra cocktails has also been developed by Max Warner, Global Brand Ambassador for Chivas Regal, to meet the needs of the more adventurous discerning whisky drinker, with the new variant positioned within the super-premium range between Chivas 12yo and Chivas 18yo.

 

Chivas Regal Extra has a 40% ABV content and is expected to be sold at the recommended retail price of $56 in global travel retail.