Pernod Ricard joins forces with Avolta on new Chivas Regal promotion

By Benedict Evans |

Pernod Ricard x Avolta

 PRGTR says the campaign engages fans of both whisky and sport, and offers consumers another reason to gain closer access to both brands.

Pernod Ricard Global Travel Retail (PRGTR) and Avolta have launched a new consumer promotion linking Chivas Regal and Manchester United Football Club.

Travellers have the opportunity to win tickets to a match between Premier League teams Manchester United and Arsenal, held on May 12 at Old Trafford stadium.

From April 10-21, travellers passing through UK airports will be able to participate by purchasing a Chivas Regal product from World Duty Free Stores, and scanning their Red by Dufry membership.

The winner of the tickets will be selected on April 22.

Antonio Duva, General Manager EMEA & Pacific, Pernod Ricard said: “­­­This exclusive consumer promotion represents an exciting opportunity to engage with a real breadth of travellers and strengthen the bond between two iconic brands; Chivas Regal brand and Manchester United Football Club.

By leveraging our strong partnership with Manchester United and our innovative approach to consumer engagement, we aim to create memorable experiences that resonate with travellers throughout their journey. We are committed to delivering seamless and immersive experiences that showcase the diversity of our portfolio and leave a lasting impression on consumers in the UK.”

Exclusive to Avolta’s network of World Duty Free stores across UK airports, the new strategic collaboration will see Avolta and PRGTR targeting incremental travel retail shoppers, as it looks to increase footfall and conversion rates.

The partnership also represents part of a broader digital partnership the two companies have in place.

 This approach extends across multiple channels, including an online entry form accessible via QR codes in stores; a dedicated section within the Red By Dufry app, and a targeted email to all members who have bought a Chivas Regal product during the campaign period.

David de Miguel, Global Category Head of Liquor, Avolta, added: “Our mission is to transform the travel experience into a dynamic, engaging journey. Captivating travellers means creating memorable interactions, and we are particularly pleased to be working with our long-time partners to achieve this together in our UK stores where we are sure that the Manchester United Football Club activation with Pernod Ricard will be talked about long after the journey ends.”

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