Chivas launches Christian Lacroix whisky bottle

02 November, 2009

Chivas Brothers has launched a new Regal magnum designed by Christian Lacroix.

Chivas Regal has joined forces with French fashion designer Christian Lacroix to create a limited edition Chivas 12 Magnum. The 1.5 litre bottle launched in travel retail at Singapore airport. It will be rolled out in the following months to Bangkok, Australia, New Zealand (November 2009), Hong Kong, Vietnam (December 2009), Korea (January 2010), and Malaysia (April 2010).

Chivas 12 Magnum by Christian Lacroix will be limited to 15,000 editions worldwide and has been designed to express the brand’s ‘essence, exuberant luxury, audacity, authenticity and glamour.’

Robin Johnston, regional director, global travel retail, Chivas Brothers, said: “We are so excited to be collaborating with fashion icon Christian Lacroix. Christian has managed to capture Chivas’ essence of luxury through his design. We hope our customers are as thrilled with this limited edition as we are.”

Commenting on the project, Christian Lacroix said: ”To my rather vivid imagination, the mere sound of certain names, when spoken or read, seems to destine them straightaway for celebrity, such is the sense of quality, prestige or luxury their syllables convey. That is why, for me, the name ‘Chivas Regal’ has always been synonymous with ‘style’, ‘palace’, ‘royal’.”

The retail price for Chivas 12 magnum by Christian Lacroix for Singapore DFS is US$100.55 per bottle.

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