DRINKS: CHIVAS REGAL Chivas Regal crowns new XV variant in TR


Pierre Henry Coppere, Brand Director Scotch Whisky at Pernod Ricard Global Travel Retail tells Charlotte Turner that Chivas Regal XV is a ‘contemporary’ addition to the portfolio, but retains all the key elements most loved by its loyal subjects.


P


rior to an October global roll out, Pernod Ricard offered travellers the chance to


sample and purchase Chivas XV; the newest luxury addition to the Chivas Regal portfolio, at hub airports around the world. The 15 year-old blended Scotch


whisky, which carries an RRP of $69 for 1 litre, has been selectively finished in Grande Champagne cognac casks, to produce a ‘fruity and velvety interpretation’ of the Chivas house style. Chivas XV launched exclusively in


global travel retail at the beginning of July and in Americas travel retail in the Autumn. To support the launch, numerous


in-airport initiatives took place at 11 locations around the globe, including Heathrow, Dubai, Hong Kong and Singapore. Immersive


experiences


aimed to ‘showcase the spirit and bring to life the consumption moment’, said brand-owner, Pernod Ricard. Pierre Henry Coppere,


Brand Director Scotch Whisky at Pernod Ricard Global Travel Retail, said of the launch: “By tapping into key moments of the Travel Trail, we aim to capture the


traveller’s


imagination, inspiring them to consider Chivas XV as a spirit for celebrations and milestones.”


Urban & diverse Coppere


tells


TRBusiness that the new product should appeal to an ‘urban, educated and diverse audience’. “We know this demographic


is often [made up of] keen international travellers, flying either


OCTOBER 2018


for business or leisure, and are highly connected digitally, as well as being generous spirits who are looking for high quality and reassurance when buying whisky to enjoy with their friends or family.” As Chivas and Pernod Ricard


are both well aware, duty free and travel retailers have been criticised in the past for making the whisk(e)y category too intimidating for those looking to try the spirit for the very first time. With such a rich and proud


heritage, TRBusiness asked if this new Chivas product is just for the connoisseurs or if the company is trying to recruit virgin whisky drinkers. “Chivas XV challenges conventions


around how and when to enjoy Scotch whisky,” Coppere tells TRBusiness. “Created to be enjoyed as


part of high-energy, celebratory moments, Chivas XV aims to prove that serious whisky doesn’t need a serious setting. “A disruptive move for the


category, Chivas XV presents a more contemporary side to Scotch that aims to recruit a new generation of Scotch drinkers by encouraging them to create memorable experiences


that


live on long after the celebration.” “[We think] it will


intrigue and entice new people to whisky.” However, due to the ‘unique liquid’ of Chivas XV, this whisky will satisfy Chivas fans and general


whisky drinkers, says Coppere. Obviously, Chivas feels strongly


about age statements, which is why each bottle carries this important reference.


TRBusiness asked Coppere why this


is still so critical to the brand in 2018. “As a business we know


through shopper research that age statement and flavour are two of the key motivations for a whisky purchase and Chivas XV combines these two factors. “Chivas XV is a seamless blend


of tradition and innovation, as the secret to its outstanding taste lies in the selective finishing of this remarkable 15 year old blend in the Grand Champagne cognac region, where the finest cognacs in the world are produced.” «


“As a business we know through shopper research that age statement and flavour are two of the key motivations for a whisky purchase and Chivas XV combines these two factors.”


Pierre Henry Coppere, Brand Director Scotch Whisky at Pernod Ricard Global Travel Retail


TRBUSINESS 127


Above: Chivas bottling facility in Kilmalid, Scotland. Source: Pernod Ricard.


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