Chivas presents the art of hosting
Published Date: 17th April 2012
Chivas Regal, the world’s first luxury Scotch whisky, has teamed up with the founders of Le Baron nightclubs, to create a limited edition pack for off-trade retailers to capitalise on the growing trend for at-home drinking.
Available in April 2012, in more than 20 markets globally, the ‘Chivas & Le Baron’ limited edition gift pack is designed to provide consumers with the tools to perfectly master the art of hosting at home.
The striking limited edition pack features a contemporary graffiti design by Le Baron co-founder and renowned artist, Andre Saraiva. Each pack contains a bottle of Chivas Regal 12 Year Old and a membership card that gives consumers access to exclusive content at the new microsite, www.chivas.com/artofhosting, including tips from Andre and Le Baron co-founder, Lionel, on how to throw the perfect party. Videos on the site show the duo guiding their audience on everything from drinks to invitations and users can also download a bespoke music playlist exclusively curated for Chivas by Le Baron.
James Slack, Global Brand Director for Chivas Regal, says: “The Art of Hosting is aimed at people who are embracing the global trend to entertain at home. By teaming up with Le Baron, we are positioning Chivas as the perfect spirit to enjoy at home and raising brand awareness among modern, discerning drinkers who enjoy hosting sophisticated, social events.”
Chivas Regal & Le Baron will be available globally from April 2012 and will retail at approximately 10% premium to Chivas Regal 12 Year Old.