- Friday 29 October / 02h28 (Paris)
| Monday, October 01, 2007 | 10:43 |
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Chivas Regal® Unveils Chivas Regal 25 Year Old As A Tribute To The World's First Luxury Blended Scotch Whisky
Chivas Brothers, the Scotch whisky and premium gin business of Pernod Ricard, is unveiling Chivas Regal 25 Year Old, a superlative blended Scotch whisky that offers a taste of pure luxury. The new ultra premium expression, which will retail for $299* and be available only in limited quantities, will be launched at a glamorous, star-studded ceremony held at the New York Public Library this evening.
The exclusive new expression pays homage to the first ever Chivas Regal blend, also a 25 Year Old whisky, which was shipped from Aberdeen, Scotland to New York in 1909 to satisfy the sophisticated palate of American high society. It quickly became the most talked about tipple of distinguished Americans and developed into a global icon.
Pernod Ricard acquired Chivas Regal in 2001 during its purchase of Seagram’s wine and spirits business. Since then, the company has grown the brand significantly with premiumization a key driver behind its success. With both the Scotch whisky category and ultra premium spirits consumption growing in the U.S., Chivas Regal 25 goes back to its roots to build the brand even further.
The high profile launch event of Chivas 25 is designed to embrace the brand’s authentic Scottish heritage while reflecting the essence of the glamorous New York society in which Chivas Regal found fame in 1909. Featuring entertainment from Grammy-winning jazz vocalist Diana Krall, the event will be attended by over 400 VIP guests from more than 30 countries, including movie stars Julianne Moore and Daniel Wu. The first bottle of Chivas Regal 25 will be piped in by 25 members of the New York City Fire Department. Guests will then be led in the first ever tasting of Chivas Regal 25 by Master Blender Colin Scott.
Christian Porta, Chairman and CEO of Chivas Brothers, added: “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. Just as the original Chivas Regal was the very first luxury Scotch, Chivas Regal 25 Year Old sets the standard for all others and will ensure we maintain our status as pioneers in the growing super premium category.”
Porta continues: “It was New York that first created Chivas Regal’s success so it is fitting that almost a century on, with the Chivas Regal brand bigger than ever, Chivas Regal 25 Year Old is set to recreate the same Stateside success as its ground-breaking predecessor.”
Alain Barbet, President and CEO of Pernod Ricard USA, said “Pernod Ricard currently has the most premium portfolio in the business and Chivas 25 further reinforces this position. Chivas 25 is well placed to capitalize on the growth trends in Scotch whisky and ultra premium spirits, and illustrates our strong understanding of the consumer and ability to deliver the luxury products they desire.”
Following in the footsteps of its illustrious ancestor, Chivas Regal 25 Year Old will be rolled out in 30 countries worldwide, including, China, Russia, France and Duty Free following the U.S. launch.
The Chivas Regal family includes Chivas Regal 12 and 18 Year Old and currently sells over 50 million bottles every year – its highest ever volume sales. Chivas Regal 12 was also voted the UK’s coolest whisky brand in 2006 by cutting edge style gurus Superbrands.
*US Domestic Retail price
About Pernod Ricard USA
Pernod Ricard USA, based in Purchase, N.Y., is a leading producer, importer and marketer of prized spirits and wine brands in the United States and is one of the fastest growing subsidiaries of the world’s #2 spirits company and #4 wine company, Paris, France-based Pernod Ricard, S.A. The completion of Pernod Ricard’s acquisition of Allied Domecq in 2005 vaulted Pernod Ricard USA to the forefront of the U.S. spirits market, doubling the company’s sales value and market share. The company is now the third largest in the U.S. spirits industry by sales value and the fifth largest by sales volume in the U.S.
Pernod Ricard USA's leading brands include Kahlúa® Liqueur, Chivas Regal® Scotch Whisky, Seagram's Extra Dry Gin®, Malibu® flavored Rum, Stolichnaya® Vodkas, Jameson® Irish Whiskey, The Glenlivet® Single Malt Scotch Whisky, Wild Turkey® Bourbon, Beefeater® Gin, Hiram Walker™ Liqueurs and Martell™ Cognac, as well as Jacob's Creek® and Brancott Estate® wines, Perrier Jouët® Champagne, Mumm® Champagne and Mumm Napa™ wines, and Pernod® and Ricard® Liquors. Pernod Ricard USA urges all adults to accept responsibility when considering consuming alcoholic beverages. For more information, please visit: http://www.acceptresponsibility.org.
Contact
| Name: Jack Shea |
| E-mail: Jack.Shea@pernod-ricard-usa.com |
| Web: http://www.pernod-ricard-usa.com/ |
| Company: Pernod Ricard USA |
| Address: - |
| Country: UNITED STATES |
| Phone: +1 914-538-4787 |
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