Chivas Regal creates specific blend for DF&TR channel

By Kevin Rozario |

Pernod Ricard whisky brand Chivas Regal has launched The Chivas Brothers’ Blend exclusively for shoppers in the global duty free and travel retail channel.


This is the first time the brand has created a blend just for this market and it is also the first addition to the Chivas portfolio since Chivas Regal 25 Year Old was re-launched in 2007.


The 12-year-old blend is inspired by the founding Chivas brothers, John and James, who first worked together at their fine foods and whiskies emporium in King Street, Aberdeen which was established in the mid-1800s. It is described as “ultra smooth” with fruit flavours and a creamy texture, and uses high proportions of Strathisla and Longmorn malts.



The Chivas Brothers’ Blend will be a permanent part of the portfolio with the aim of boosting the approximately one million cases that the brand now sells in DF&TR (of 4.9 million cases across all channels in 150 markets).


The bottle and carton design make bold use of purple with the etched Chivas Regal family crest on the bottle marrying tradition and modernity. The concept taps into the consumer trend of revivalism where past icons are refreshed for today.


A global DF&TR teaser campaign called A New Arrival from Chivas was launched last month and the brand promises “eye-catching activations involving out-of-store theatre and digital interaction” at key launch airports.


James Slack (left), Global Brand Director, Chivas Regal, says: “We are delighted to offer a new Chivas Regal product which focuses on our heritage of craftsmanship blended with a modern twist. By adding a travel retail exclusive product to the existing range we expect to recruit new consumers to the franchise.”


* An in-depth interview with James Slack on this channel-dedicated launch and its expected impact can be found in the Cannes issue of Travel Retail Business magazine, out soon.

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