PASSPORT COLLABORATES WITH STREET ARTIST FOR FIRST GLOBAL #URBANARTPROJECT

Passport, the unconventional Scotch whisky, has partnered with rising star of the UK urban art scene, Jim Vision, to create the #UrbanArtProject as it looks to consolidate its rapid growth¹ among young adults in emerging markets such as Brazil, Mexico, Angola and Central Europe

Passport challenged Jim Vision to capture the free-spirited and colourful essence of the brand using street art on a single canvas. Known for his bold compositions and high level of detail, Jim was given the freedom to experiment with different materials to express his interpretation of what Passport means to him; the result is a striking piece of street art that forms the basis of the #UrbanArtProject campaign.

The campaign has been brought to life through a limited edition bottle with standout shelf-appeal. Wrapped in Jim’s original artwork, the Passport Scotch #UrbanArtProject limited edition bottle is set to engage with millennial consumers in five markets, including Spain, Portugal, Bulgaria and Poland from this month.

Mark Thorne, Passport Global Brand Director, comments: “In 2015, Passport Scotch earned its position as the fastest growing blended Scotch that sells more than 200,000 cases per annum², which is confirmation of the great successes that we have seen in encouraging our consumers to unleash their curiosity and explore the world around them with Passport. Urban art is an integral part of our cities, so we see it as a natural fit for Passport Scotch as it really allows us to push the boundaries of creativity in the whisky category.

“After seeing Jim Vision’s work, we knew we wanted him to lead our first ever Passport Scotch Urban Art Project and we couldn’t be happier with the results. Jim’s creativity was allowed to flow without constraint, which resulted in this fantastic piece of art that brings our values to life and we hope it will continue to inspire our consumers in emerging markets around the world.”

Click here to watch the creation of the Passport Scotch #UrbanArtProject mural.

About Passport Scotch
Crafted for the first time in 1965, Passport is the unconventional blended Scotch whisky with an original taste profile and a fruity, creamy finish that is increasingly popular among millennial consumers in emerging Scotch markets around the world. The No.2 standard Scotch whisky in Brazil and performing strongly in Angola, Mexico, Spain, Portugal and Poland, Passport grew +20% in net sales to reach a record 1.7m cases in the year ending in June 2015 – helping to earn its position as the fastest growing blended Scotch that sells more than 200,000 cases per annum.

About Chivas Brothers
Chivas Brothers is the Scotch whisky and premium gin business of Pernod Ricard, the world’s co-leader in wines and spirits. Chivas Brothers’ award-winning portfolio features some of the world’s most revered Scotch whisky brands including Chivas Regal, the world’s first luxury whisky and the No.1 Scotch whisky in China; Ballantine’s, Europe’s No.1 Scotch whisky; The Glenlivet, the world’s No.1 single malt whisky; and Royal Salute, the world’s only exclusively prestige Scotch whisky range. The portfolio also includes two of the world’s leading English gins – Beefeater, the world’s most awarded premium gin, and Plymouth gin – plus a selection of highly acclaimed single malt whiskies, including Aberlour, Longmorn, Scapa, Strathisla and Tormore. The range is completed by a collection of blended Scotch whiskies operating in many of the world’s key whisky markets which includes 100 Pipers, Clan Campbell, Something Special and Passport Scotch. www.chivaspirit.com

About Pernod Ricard
Pernod Ricard is the world’s co-leader in wines and spirits with consolidated Sales of € 8,558 million in 2014/15. Created in 1975 by the merger of Ricard and Pernod, the Group has undergone sustained development, based on both organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin&Sprit (2008). Pernod Ricard holds one of the most prestigious brand portfolios in the sector: Absolut Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Kahlúa and Malibu liqueurs, Mumm and Perrier-Jouët champagnes, as well Jacob’s Creek, Brancott Estate, Campo Viejo, Graffigna and Kenwood wines. Pernod Ricard employs a workforce of approximately 18,000 people and operates through a decentralised organisation, with 6 “Brand Companies” and 80 “Market Companies” established in each key market. Pernod Ricard is strongly committed to a sustainable development policy and encourages responsible consumption. Pernod Ricard’s strategy and ambition are based on 3 key values that guide its expansion: entrepreneurial spirit, mutual trust and a strong sense of ethics. Pernod Ricard is listed on Euronext (Ticker: RI; ISIN code: FR0000120693) and is part of the CAC 40 index. www.pernod-ricard.com