Chivas Regal is inviting travellers on an immersive journey to the home of Chivas Regal with the launch of The Chivas Taste Discovery. The virtual reality experience enables travellers to explore the unique spirit, heritage and craft of Chivas Regal and discover the perfect Chivas blend for them based on personal taste.
Pernod Ricard Asia Travel Retail is the first to launch The Chivas Taste Discovery with exhibition spaces in Singapore Changi Airport, Seoul Incheon Airport and Hong Kong International Airport.
The three part journey begins when travellers are taken on an exploration of Chivas Regal without ever leaving the airport terminal. Using a 360º virtual reality head set, the participant will gain a deeper understanding of Chivas’ extended range of luxury whiskies and can go on to purchase from the brand’s core range of five products: Chivas Regal 12, The Chivas Brothers’ Blend, Chivas Regal Extra, Chivas Regal 18 and Chivas Regal 25.
Each journey begins with a virtual presentation of flavour groupings, including Ripe Pears, Cinnamon, Creamy Toffee and a touch of Ginger and Peaches, Orange, Marzipan and Milk Chocolate. The consumer is then invited to select the tray that is most appealing to them before being transported to the heart of Scotland, ‘flying’ over a series of striking and exhilarating landscapes before reaching the gates of Strathisla Distillery. The journey concludes in a room with Master Blender Colin Scott, as he reveals the Chivas blend that best corresponds to the flavours chosen at the beginning of the experience, whilst providing an introduction to the blend selected.
Nodjame Fouad, Marketing Director, Pernod Ricard Asia Travel Retail, said: “Global travellers through Asia have an increasing appetite for innovation and are engaging with brands through immersive technology. We are very excited to see how travellers will respond to The Chivas Taste Discovery.”
Take part in The Chivas Taste Discovery experience
Korea Incheon Airport: 1st May to 30th June
Hong Kong International Airport: 1st May to 30th June
