Trade launch event of the year: Chivas 25
Published:  27 August, 2008

September 28 was the date for the grand unveiling of Pernod Ricard's latest deluxe blended Scotch, Chivas Regal 25 Year Old. The ceremony was held at the New York Public Library with 400 VIP guests from more than 30 countries, including movie stars Julianne Moore , Lucy Liu and Daniel Wu .

The first in a series of international launches, New York was chosen as the venue to reflect its historical links with Chivas. The first Chivas Regal blend, also a 25 Year Old, was shipped from Aberdeen to New York in 1909, proving an instant hit on the Big Apple's social scene and springboarding its international popularity.

At the September event, the new Chivas 25 was piped in by pipers of the 25 Fire Department of New York, followed by a tutored tasting by master blender Colin Scott. Chivas Brothers chairman and chief executive, Christian Porta, commented: "Thanks to the exceptional Chivas Brothers inventory laid down many years ago, we have been able to create a rare and prestigious blend of the finest aged whiskies which will satisfy today's thirst for the finest luxury products."

Retailing in the US domestic market at $299, Chivas 25 has subsequently been launched in other cities around the US, including Chicago, Los Angeles and Miami, as well as in the UK, Dubai, Singapore, Hong Kong, Brazil, Poland and Thailand. More launches will follow in 2008.

In travel retail, Chivas 25 was launched the day after the New York party at unveiling events at DFS, DFA and International Shoppes at JFK airport, following a week-long teaser campaign.

The first bottle purchased was then shipped to Singapore Changi airport, arriving on October 1 for the First in Asia celebrations.

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