Chivas Regal Delivers Innovative Added Value With ‘The Art of Hosting’ Campaign – Scotch Whisky News


Chivas Regal delivers innovative added value with ‘The Art of Hosting’ campaign

Original luxury Scotch whisky Chivas Regal is launching an innovative campaign in Travel Retail to reward travellers with genuine added value. In partnership with private nightclub Le Baron, ‘The Art of Hosting’ campaign includes a limited edition gift-pack, in-store displays and an exclusive website which brings entertaining at home to life, as a sensory, 360 degree, virtual party experience.

The Chivas Regal 12 Year Old Le Baron limited edition gift-pack launches this November in Travel Retail outlets across Europe, Asia, the Gulf and will reach the US in March 2012. It will retail at the standard Chivas Regal 12YO price and in some markets the bottle will come with a digital card containing a unique code that will allow travellers access to locked content and the ability to download an exclusive ten track playlist, selected and mixed by the Le Baron Club DJ. The site also showcases seven short films featuring the Le Baron gentlemen, Andre and Lionel, advising users on how to be the ultimate host.

James Slack, Global Brand Director, Chivas Regal said, “Capitalising on the global trend for entertaining at home, Chivas & Le Baron will attract attention and inspire our customers in The Art of Hosting. We also want to communicate in an engaging way and this is why we have created a strong digital platform to support the travel retail campaign. We are confident travellers will be as excited by the promotion as we are.”

Using highly visual in-store displays which combine quality, originality and creativity, the activation will captivate travellers and offer inspiration on generating the right atmosphere and experience when entertaining at home.

In addition Chivas Regal 12 YO has produced 20 bespoke trunk bars – the ultimate hosting package, which will be used wholly for travel retail competition prizes. Created by prestigious French luxury trunk company Pinel and Pinel, the trunk bar includes a bottle of Chivas Regal 12YO, four branded glasses, cocktail shaker, music docking station and iPad 2. Other activities include a gift-with-purchase of a branded trolley bag or holdall.


Chivas Regal
Chivas Regal is a truly global brand, selling 4.6 million 9L cases annually in more than 150 countries across Europe, Asia Pacific and Americas. The Chivas Regal range is the epitome of style, substance and exclusivity and includes Chivas Regal 12, 18 and 25 Year Old.

Chivas Brothers
Chivas Brothers is the Scotch whisky and premium gin business of Pernod Ricard – the world’s co-leader in wine and spirits. Chivas Brothers is the global leader in luxury Scotch whisky and premium gin. Its portfolio includes Chivas Regal, Ballantine’s, Beefeater Gin, The Glenlivet, Royal Salute, Aberlour, Plymouth Gin, Longmorn, Scapa, 100 Pipers, Clan Campbell, Something Special and Passport.

In July 2010 Chivas Brothers launched The Age Matters campaign to help consumers understand the importance of Scotch whisky age statements.

Le Baron
Le Baron is a private nightclub and now the most exclusive after dark spot in Paris. Not only does it entertain the French capital; the spirit of Le Baron travels well too, with clubs in Tokyo and soon New York and London. It’s also exported for contemporary art fairs and film festivals, from Miami to Cannes. André Saraiva is a nightlife impresario and renowned graffiti artist, amongst other pursuits. Lionel Bensemoun is a world famous party and event host. Together they create the mood. They set the trends. And they’re always one step ahead.

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