Top of the Tower for Royal Salute whisky

25 April, 2012

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.

The partnership is to support the work of Historic Royal Palaces, the independent charity responsible for the Tower of London.

Gun salutes are customarily fired, both on shore and at sea, as a sign of respect or welcome. For the upcoming Diamond Jubilee, Royal Salute will support the official 41 Gun Salute from the Tower of London: 21 rounds to mark a royal occasion, and a further 20 rounds fired as it is held in the Royal Palace of the Tower of London.

Neil Macdonald, brand director for Royal Salute, said: “The occasion is particularly poignant as this royal tradition provided the inspiration for the brand’s name when it was launched on Her Majesty’s coronation in 1953.”

The partnership is to be sealed with an “official marque” to be applied to Royal Salute’s packaging, and will also allow the brand to provide hospitality opportunities for guests in London.

Keywords: london, royal, salute, tower

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