Chivas Brothers has announced the launch of the limited-edition Chivas XV Festive Series. This special pack, available exclusively for travel retail, marks the first in a series of limited-edition packaging designs in celebration of the festive season.
The Festive Series packaging encapsulates the essence of celebration with its exciting design, boasting a glow-in-the-dark rangoli pattern and vibrant colours that perfectly embody the energetic flames of festivity.
Liya Zhang, Vice President of Marketing at Pernod Ricard Global Travel Retail, says: ‘We are thrilled to introduce the Chivas XV Festive Series Limited Edition, exclusively available in 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.’
To enhance the celebration experience, from October 2023, Chivas Regal is introducing an immersive in-store activation at select airport locations. Inspired by the idea of sharing moments with loved ones, the activation includes a photo booth, allowing travellers to create personalised postcard printouts, ideal for sharing cherished moments with friends and family, alongside providing a dedicated space to purchase the new limited-edition pack.
As part of the limited-edition launch, shoppers can also enjoy a personalised Augmented Reality (AR) experience. By scanning a QR code on a take-home postcard received with purchase, travellers can create a personalised message including animated fireworks with friends, family, and loved ones.
The Chivas XV Festive Series Limited Edition will be launching exclusively through Global Travel Retail. From October, the expression will launch in the Gulf and India, EMEA, and South East Asia.
