UK: Chivas Brothers has signed a five-year partnership deal between its scotch brand Royal Salute and the royal gun salutes at the Tower of London. The first of which will be for the Queen’s Jubilee in June.

Chivas Brothers has launched the limited edition Royal Salute Diamond Jubilee to the global off-trade.

Czech lager brand Pilsner Urquell poured an estimated 90,000 litres of beer during the 2011 Open Championship in Kent, UK.

Chivas Brothers has launched a US$200,000 whisky as a tribute to the oldest crown jewels in Britain - the Honours of Scotland.

Scotch whisky Royal Salute has announced its sponsorship of the Sentebale’s Polo Cup in Dubai.

Whisky liqueur brand Drambuie has created a cocktail to celebrate the announcement of Prince William’s engagement to Kate Middleton.

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Dominic Roskrow

It’s ‘up periscope’ for Irish distilleries

I know how wierd this might seem but I often think that the opening of a new distillery is like the launch of a new submarine. It is unveiled in all its pristine glory in a blaze of publicity and fanfare.

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