Chivas rolls out travel retail campaign

26 November, 2010

Chivas Brothers is taking its travel retail aged whisky campaign to the Americas.

The Age Matters campaign, which asks consumers to ‘look for the number’, via the Guaranteed Age Whisky logo, is set to launch in Brazil and Los Angeles airports and JFK airport. Since its initial launch in July 2010 in Dubai, it has been rolled out in Seoul Incheon, Tokyo Narita, Tel Aviv, Osaka Kansai and Sydney airports.

The promotion will then appear at the 2011 IAADFS show. After this, it will roll out in Europe, including London, Madrid, Frankfurt, Barcelona and Copenhagen.

Activities have included light box adverts, sampling of Chivas Regal and tutored tastings.

Robin Johnston, regional director, Global Travel Retail, Chivas Brothers, said: “Travel Retail is a key channel for Chivas Brothers, particularly for our premium and ultra-premium references. Launching the campaign in this important channel was therefore seen as a strategic way to engage with our target customers.”

Chivas Brothers’ portfolio includes Chivas Regal, Ballantine’s, The Glenlivet, Royal Salute, Aberlour, Longmorn, Scapa, 100 Pipers, Clan Campbell, Something Special and Passport.





Comment

David Williams

From the crystal ball

Few days before writing this article, i came across an old piece by Robert Parker, written in 2004, in which he made 12 bold assertions about how wine would look by 2015.

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