Drinks group Pernod Ricard Global Travel Retail (GTR) has launched Chivas XV Festive Series. The release the first in a travel-exclusive collection of limited-run packaging designs.
The design features a glow-in-the-dark rangoli pattern in vibrant colours said to embody “the energetic flames of festivity”.
Chivas Regal is hosting in-store activations at select airports to boost the “celebration experience”.
Inspired by the concept of sharing moments with loved ones, the activity features a photo booth. Travellers can create personalised postcard print outs of themselves with their loved ones.
There will also be a dedicated space to purchase the limited-edition pack.
A personalised augmented reality (AR) experience also forms part of the launch. With purchase, travellers receive a take-home postcard with a QR code.
By scanning the code, travellers can create a personalised message with animated fireworks to send to family and friends.
Chivas XV Festive Series: Marking special moments
“We are thrilled to introduce the Chivas XV Festive Series Limited Edition, exclusively available in global travel retail,” said Liya Zhang, Marketing Vice President at Pernod Ricard 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 XV Festive Series Limited Edition is available from locations in the Gulf, India, EMEA and South Asia from October.
In July, Pernod Ricard GTR released Chivas Extra 13 Irish Whiskey Cask, the first Scotch whisky to be partially finished in Irish whiskey barrels.
The business saw its sales in the GTR channel soar 40% in its full-year 2023 financial results.