Chivas Regal, the world’s first luxury whisky, is introducing Chivas Regal Extra to Travel Retail channels across Asia. The new super-premium expression, blended with rare malt aged in sherry cask, is launching in key Asian airports throughout the May-July 2015 period.
The launch into Travel Retail Asia is supported by a new campaign, ‘Welcome to the Next Level’, that introduces the newest member in the Chivas Regal family and engages consumers with a luxury airside experience.
Travellers will be both educated and inspired by via a variety of mechanics, led by in-store Comparison Tasting bars which will bring to life the key differences between Chivas Regal 12 and Chivas Regal Extra, and highlight the influence of the sherry cask. Selected airports will also feature an interactive Game challenging travellers to learn more about the product and entitling them to a premium gift. Furthermore, consumers will have a chance to discover more about Chivas Regal Extra via a Sherry Cask Display as well as Aroma Kit Sets which bring its key flavour notes to life.
Seven airports across Travel Retail Asia will be supported by the ‘Welcome to the Next Level’ campaign. These include Singapore Changi airport, Malaysia Kuala Lumpur International airport, Hong Kong International airport, Thailand Suvarnabhumi airport and Vietnam Tan Son Nhat International airport in May and June; at Korea Incheon International airport in June and at Japan Haneda Tokyo International airport in July.
“We are delighted to be introducing the newest member in the Chivas Regal family – Chivas Regal Extra, to Travel Retail across Asia and to be supporting the launch with the ‘Welcome to the Next Level’ campaign. Our goal is to engage with travellers and offer them a unique shopping experience and premium gifts through a set of dynamic in-store activities at the airport.“ says Kyung Min, Marketing Manager at Pernod Ricard Asia Travel Retail.
ABOUT Chivas Regal Extra
Chivas Regal Extra is the first expression to be added to the iconic brand’s timeless range of blended Scotch whiskies for seven years. It has been created by Chivas Regal’s longstanding Master Blender, Colin Scott, as a tribute to John and James Chivas, the two brothers who pioneered the art of blending whisky in the 19th Century. Chivas Regal Extra marries whiskies matured in Oloroso sherry casks together with a selection of the rarest and finest malts in the Chivas inventory to create a rich and generous Chivas blend. Chivas Regal Extra is a gold medal award winner in blended scotch up to 15 years category in the San Francisco World Spirit Competition.
An incredibly rich and discerning interpretation of the Chivas signature style, Chivas Regal Extra has a fruity, sweet nose with notes of ripe pears, creamy toffee and a hint of ginger. The ripe pears continue on the palate, with sweet tropical flavours of melons and soft notes of vanilla and caramel, blending with spicy notes of cinnamon and hints of almonds, leading to a long and fulfilling finish.
In-keeping with the other whiskies in the Chivas Regal family, Chivas Regal Extra bears all the aesthetic hallmarks of a classic luxury whisky. The textures and opulent colours featured on the carton and the bottle convey the richness of both Chivas Regal Extra’s taste and heritage, as well as its super-premium positioning, making it an ideal whisky for gifting.
Richard Black, Global Brand Director for Chivas Regal comments, “As the world’s first luxury whisky, Chivas Regal has a long history of important milestones that have helped shape the Scotch whisky category and define cocktail culture and the tastes of consumers the world over. The release of Chivas Regal Extra marks another momentous milestone for Chivas and we’re confident that this new super-premium whisky with its rich, generous flavour profile, will be well received by those looking for a truly rewarding and enriching whisky experience.”
An exclusive range of Chivas Regal Extra cocktails have also been developed by Max Warner, Global Brand Ambassador for Chivas Regal, to meet the needs of the more adventurous discerning whisky drinker. The range includes six recipes featuring Chivas Regal Extra, with the addition of fortified wines to evoke the richness from the sherry casks which are at the heart of Chivas Regal Extra’s flavour profile.
Chivas Regal Extra is the fifth permanent expression in the Chivas Regal family, sitting within the super-premium range, positioned between Chivas 12 and Chivas 18. Chivas Regal Extra has a 40% ABV and will be available at a RRP of USD56 in Global Travel Retail.
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