October 19 2016  |  Spirits & Tobacco

Chivas Regal Ultis unveiled at ultimate TFWA event

By Jas Ryat

Celebrating the launch of Chivas Regal Ultis are (from left): Mohit Lal, Chairman & CEO, Pernod Ricard Global Travel Retail and Managing Director Pernod Ricard Travel Retail Asia Pacific; Richard Black, Global Brand Director, Chivas Regal, Sandy Hyslop, Director of Blending, Chivas Brothers; Laurent Lacassagne, Chairman & CEO, Chivas Brothers; and Colin Scott, Custodian Master Blender, Chivas Regal

Pernod Ricard Travel Retail celebrated the launch of its Chivas Regal Ultis whisky expression during an event at the TFWA World Exhibition in October.

Chivas Regal Ultis is described as the latest product that is the essence of Chivas Regal, embodying the brand’s belief in the power of shared success.

Bringing together five of the signature single malts from Speyside, the whisky has complex flavors, a golden hue and a rich aroma and is dubbed “the ultimate way to celebrate shared success with friends”.

The product is a tribute to the five generations of Chivas Regal Master Blenders since 1909. It retails at around US$200 in travel retail.

With a marketing campaign taglined “The Essence of Who We Are”, Chivas Regal Ultis was launched in a special tasting room at an event held during the TFWA World Exhibition in October

Celebrating the launch were a number of company chiefs, including Mohit Lal, Chairman & CEO, Pernod Ricard Global Travel Retail and Managing Director Pernod Ricard Travel Retail Asia Pacific; Richard Black, Global Brand Director, Chivas Regal, Sandy Hyslop, Director of Blending Chivas Brothers; Laurent Lacassagne, Chairman & CEO, Chivas Brothers; and Colin Scott, Custodian Master Blender, Chivas Regal.

In other news, the latest instalment of Chivas Regal’s Win The Right Way campaign launched in early October.

The ad campaign features award-winning actor Javier Bardem, and aims to recognize the power of shared success. In addition, the campaign tells the stories of social entrepreneurs from across the globe, along with finalists from Chivas The Venture.

The cast featured in the campaign explore how they have achieved success through their experiences.

The Chivas Regal Ultis activation in Nice Cote d'Azur International Airport during the 2016 TFWA World Exhibition

Richard Black, Global Brand Director Chivas Regal, said: “At Chivas Regal, we believe in sharing success, supporting local communities, and investing in social business. This is one of our founding beliefs and is at the core of everything we do. Our latest campaign allows us to continue to champion our commitment to Win The Right Way together and gives us an opportunity to reinforce this belief in entrepreneurial thinking and generosity around the world.”

Chivas Regal Ultis will appear in the Win The Right Way ad campaign in selected regions.

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