Diamond Jubilee edition next in Royal Salute succession

29 March, 2012

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

The 21-year old scotch has an abv of 40%, is priced at $164 for a 70cl bottle and will be available in 20 global markets until the end of the Jubilee celebrations (which mark 60 years of the Queen's rein), around June 5. 

According to the gin and whisky arm of Pernod Ricard, the latest expression is the continuation of Royal Salute's association with the British monarch, the brand having been created in 1953 to mark her coronation.

Neil Macdonald, global brand director for Royal Salute, said: “We are delighted that this Royal Salute limited edition will celebrate the Diamond Jubilee – as it is only the second time in history that this milestone has been achieved by a British monarch.”

The blended scotch is housed in a blue flagon which is presented in a “hand crafted” display box.

Chivas Brothers said the launch will be supported by “innovative” retail displays inspired by the “light-reflective qualities of a diamond”. 





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Nick Strangeway

Bar food's blurred lines

Once upon a time pubs and bars were somewhere you went with the sole purpose of getting pissed and there wasn’t a knife and fork in sight, just a packet of dry roasted nuts.

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