CHIVAS REGAL ACCELERATES INTO NEW ERA IN SPORTS CULTURE WITH GLOBAL PARTNERSHIP WITH SCUDERIA FERRARI HP

Ahead of the Las Vegas Grand Prix, Chivas Regal comes together with Scuderia Ferrari HP in a multi-year partnership, with the iconic blended Scotch appointed 'Official Team Partner'

LONDON, Nov. 14, 2024 - Announced ahead of the Las Vegas Grand Prix next weekend, luxury Scotch whisky, Chivas Regal, has been appointed 'Official Team Partner' of the Scuderia Ferrari HP Formula 1 team in a new global multi-year partnership that unites two iconic heritage brands with a shared legacy in craft, innovation and luxury.

The collaboration sees Chivas Regal - the original luxury blended Scotch whisky - and Scuderia Ferrari HP - the world's most successful Formula 1 team - come together to celebrate their commitment to collective success, which forms the foundation of the new partnership.

Shining a light on life off-track, the collaboration will offer a fresh perspective on Scuderia Ferrari HP, focussing on telling the untold stories of teamwork that are critical to success. Through unparalleled behind-the-scenes access showcasing a new take on the world of motor sports, alongside exclusive content and live experiences, Chivas Regal and Scuderia Ferrari HP will spotlight contemporary racing culture, championing the Tifosi - Scuderia Ferrari HP's loyal fandom - and putting the focus on the sport's ever-growing international fan community.

The partnership will also be used as a powerful platform for Chivas Regal to raise awareness about the dangers of drink-driving, to drive positive impact amongst a global audience of passionate racing enthusiasts. The integrated campaign, which is due to launch next year, will follow recent responsible drinking campaigns run by Chivas Regal in markets such as Mexico and Japan.

Frederic Vasseur, Formula 1 Team Principal at Scuderia Ferrari HP, commented: "We are pleased to announce our partnership with Chivas Regal, with whom we share the values of striving for excellence, attention to detail and craftsmanship - founded on years of tradition, while constantly evolving. Together, we share the desire to progress and set the benchmark in our respective fields of endeavour. I look forward to working with Chivas Regal in a partnership that will be beneficial for both brands."

Jean-Etienne Gourgues, Chairman & CEO of Chivas Brothers, makers of Chivas Regal, added: "This partnership marks a significant gear shift as we accelerate into a new era in sports culture for Chivas Regal. Since its foundation, Scuderia Ferrari HP has been a true pioneer at the forefront of culture, making it the perfect partner for us to usher in this new chapter.

In the fast-moving world of Formula 1, success is a team effort – something that sits at the heart of Chivas Regal's mission of 'I Rise, We Rise'. We are passionate about using this new platform to engage today's growing and increasingly diverse community of racing fans in the 2025 season and beyond, and leveraging the collective reach of our brands to ensure motorsports fans around the world know to never, ever, drink and drive."

Lorenzo Giorgetti, Ferrari Chief Racing Revenue Officer, added: "We are delighted to announce the partnership with Chivas Regal, a dynamic brand entering the world of top-level motorsport for the first time, in collaboration with Scuderia Ferrari HP. We will work together on exciting and innovative activations to bring Formula 1 even closer to its fans, expanding the Scuderia Ferrari HP fan base and that of our sport in general."

The partnership with Scuderia Ferrari HP is the latest move for Chivas Regal in its long-standing association with global sports culture, having enjoyed partnerships with Premier League football clubs for many years. Fans can keep up to date with the new partnership by following @ChivasRegal on Instagram or visiting Chivas.com.

About Chivas

Chivas Regal is the original luxury blended Scotch whisky. Launched in 1909, Chivas has been integral to the growth of the Scotch whisky category worldwide – selling more than 4.6 million 9L cases every year.

Chivas believes in the power of blending in life, as well as in Scotch. In celebrating the next generation of whisky drinkers who elevate themselves and those around them to forge new paths to success - which is why Chivas' ethos is 'I Rise, We Rise', a nod to the importance of hard work, community and ripping up the rule book. These values were instilled by founding brothers James and John Chivas who pioneered the art of whisky blending in 19th century Scotland and became pillars of the community due to their tireless work ethic, hustle, and drive. This energy can be seen today as Chivas continues this vision of blending success with generosity to elevate the lives of others whether that is through shining a light on grassroots communities through Regal FC or supporting the next generation of creative entrepreneurs who are driving positive change across culture through New Regals platforms.

Chivas blends its spiritual home in Speyside, Scotland, with more than 100 countries across the globe, who together have made Chivas the global success it is today. The Chivas range blends timeless classics with modern innovation and includes: Chivas 12, Chivas Extra, Chivas XV, Chivas Mizunara, Chivas 18, Chivas Ultis XX, Chivas 25, and Chivas Regal The Icon

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CHIVAS REGAL SCORES BIG WITH MULTI-YEAR GLOBAL ARSENAL PARTNERSHIP

• 
  
  The iconic blended Scotch whisky will become the club's Official Whisky Partner celebrating their shared ambition for collective success ahead of the new season
• To celebrate the partnership, Chivas Regal and Arsenal buy a pre-match round for the local community and spirited Gooners with a Chivas Highball giveaway across local pubs

LONDON, Aug. 14, 2024 - Luxury Scotch whisky Chivas Regal and iconic global football club, Arsenal, have today announced a new multi-year partnership, emphasising their commitment to championing community, progressing culture, and celebrating collective success. Chivas Regal will become the club's first Official Whisky Partner ahead of the 2024/25 season, supporting Arsenal's men's and women's teams.

The partnership will celebrate both brands' shared ambition for success and commitment to their communities around the world. It will take supporters behind the scenes through exclusive content and global live experiences featuring men's and women's first team players, celebrity supporters, creators, and club legends. Chivas is also set to elevate the matchday experience for supporters at Emirates Stadium by launching a new Chivas Regal bar within Dial Square. The bar will tap into football culture with a curated selection of classic, and exclusive to the Emirates, Chivas Highball serves.

To kick off the partnership in style, and celebrate the season's opening match, Chivas Regal has teamed up with a selection of local Arsenal pubs including the newly reopened The Drayton Park to buy spirited Gooners a round of Chivas Highballs, ahead of Saturday's match against Wolves. Chivas and Arsenal will also be celebrating the first Arsenal Women's game at their main home of Emirates Stadium, by bringing their Chivas Highball giveaway to their first match on 22nd September against Manchester City Women.

Nick Blacknell, Chivas Global Marketing Director commented: "Our partnership with Arsenal goes beyond whisky and football; it's about unlocking a new layer of football culture for fans, both here in the UK and across the globe – extending the experience of the beautiful game we all love far beyond the pitch. The partnership will stay true to our history in culture and community and reinforce our commitment to bringing elevated luxury experiences to fans across the world. We can't wait to reveal what we have in store over the next few months and look forward to toasting the 2024 Premier League season together at our new Emirates bar on Saturday."

Juliet Slot, Chief Commercial Officer at Arsenal said: "We're proud to welcome Chivas Regal to our family of partners. It's a brand renowned for its cultural and community ties, and they share an always forward mindset that is so important to our club values and ambition. We're excited to work together to better serve our supporters and bring our communities from around the world closer to our club."

Football has been an integral part of the Chivas Regal story since 2018, and today it showcases an unwavering support for the beautiful game, and the community who come together to make it what it is. From club partnerships spanning major league and grassroots level, to global high-energy events crossing continents and uniting footballers, content creators, talent, and fans in unforgettable experiences. In 2021, Chivas launched its innovative 'Regal FC' digital platform which gives fans exclusive, behind-the-scenes content from some of the biggest names in football – from players and presenters to DJs and designers. Chivas' dedication to football has not only raised the game but also fostered a vibrant, global community of passionate fans.

Scotland, the home of Chivas Regal, also played a role in the creation of the club, with Dial Square Football Club founded in October 1886 by Scotsman, David Danskin, as well as being the first captain of the side. Arsenal legend George Graham also heralded from Scotland, leading the club to a multitude of honours as both player and manager.

Chivas Regal continues to bring innovation and excitement to the world of football, seamlessly blending sport, culture, and lifestyle. Supporters can keep up to date with the new partnership by following @ChivasRegal Instagram or visiting Chivas.com.

About Chivas 
Chivas Regal is the original luxury blended Scotch whisky. Launched in 1909, Chivas has been integral to the growth of the Scotch whisky category worldwide – selling more than 4.5 million 9L cases every year.

Chivas believes in the power of blending in life, as well as in Scotch. In celebrating the next generation of whisky drinkers who elevate themselves and those around them to forge new paths to success - which is why Chivas' ethos is 'I Rise, We Rise', a nod to the importance of hard work, community and ripping up the rule book. These values were instilled by founding brothers James and John Chivas who pioneered the art of whisky blending in 19th century Scotland and became pillars of the community due to their tireless work ethic, hustle, and drive. This energy can be seen today as Chivas continues this vision of blending success with generosity to elevate the lives of others whether that is through shining a light on grassroots communities through Regal FC or supporting the next generation of creative entrepreneurs who are driving positive change across culture through New Regals platforms.

Chivas blends its spiritual home in Speyside, Scotland, with more than 100 countries across the globe, who together have made Chivas the global success it is today. The Chivas range blends timeless classics with modern innovation and includes: Chivas 12, Chivas Extra 13, Chivas XV, Chivas Mizunara, Chivas 18, Chivas Ultis XX, Chivas 25, and Chivas Regal The Icon

Chivas. I Rise, We Rise.
www.Chivas.com

About Arsenal Football Club
Arsenal Football Club was born when a group of workers at Dial Square armaments factory in Woolwich, notably exiled Scotsman David Danskin and Jack Humble, decided to form a football team to break the monotony of factory life. Since that Dial Square team played its first match against Eastern Wanderers in 1886, Arsenal has gone on to become one of London's most successful football clubs and one of the most famous names in modern football with millions of passionate supporters worldwide. Steeped in history and tradition, Arsenal Football Club has thrived on a courageous spirit that has existed throughout its 136 years in existence. While society and football may have changed during this time, Arsenal has always served to create a sense of community for people in north London, across the UK and around the world.

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Chivas Regal Illuminates Golden Hour in Partnership with Luxury Couture Designer Duo Falguni Shane Peacock

Elegant Leisurewear Collides with Blended Scotch in Limited-Edition Drop Created for Modern Power Couples

NEW YORK, Feb. 14, 2024 - Chivas Regal, an icon of luxury blended Scotch whisky, is merging cocktails, fashion and couple goals with the launch of a new limited-edition "Golden Hour Glow Up" Set, featuring matching tailored tracksuits from global fashion brand Falguni Shane Peacock. Renowned for their elegant craftsmanship, the husband-and-wife fashion duo drew creative inspiration from Chivas' "United is the New Gold" campaign to create an exclusive at-home Black Tie dress code perfect for Golden Hour.

"United is the New Gold celebrates the wealth of togetherness and we're thrilled with Falguni and Shane's creative interpretation, whose global success is a true testament to what can be accomplished as a pair," says Emily Lane, Chivas Brand Director at Pernod Ricard USA. "The striking tracksuits blend boldness, modernity and status – while still flexing the luxury and distinguished heritage long associated with Chivas. This partnership elevates the notion of couple style and delivers the perfect backdrop for that Golden Hour timeframe - when partners can switch off from the grind and reclaim a moment of connection."

The tailored tracksuit incorporates the elegant and glam design that Falguni Shane Peacock is known for, made from high-quality fabric infusing black and gold colorways that draw on Chivas' brand world and United is The New Gold aesthetic. Each set features the same heart-shaped "Luckenbooth" logo depicted on Chivas Regal bottles worldwide, an ancient Celtic symbol representing love and togetherness.

"This partnership with Chivas feels so authentic to us and who we are as a couple and team that proudly supports each other and our shared success," said Falguni and Shane Peacock, Founders, Falguni Shane Peacock. "This collaboration delves into the playful concept of Black Tie at-home that is relaxed, yet still elicits luxury cues through the lens of our design aesthetic - a tailored tracksuit that is also perfect for lounging."

Kicking off New York Fashion Week and just in time for Valentine's Day gifting, coordinating couples nationwide can experience their own Chivas ritual with the limited edition "Golden Hour Glow Up Cocktail Gift Set" - which includes two luxe tracksuits, along with ingredients to create the ideal Golden Hour cocktail at home: the Chivas Gold Rush. This elevated twist on a whisky sour is taken next level by Chivas XV - a blended Scotch aged for a minimum of 15-years and selectively finished in Cognac casks* - creating a smoother, richer taste with a balance of refreshing citrus and subtle honey sweetness. Available now for a limited time and while supplies last for a SRP of $150 at CocktailCourier.com.

To learn more about United is the New Gold, please visit Chivas.com and follow along @ChivasRegalUSA.

*A portion of the blend is finished in Cognac Casks

Please Enjoy Chivas Responsibly.
Chivas Regal^® XV. 15 Year Old Blended Scotch Whisky.  40% Alc./Vol. (80 Proof). ©2024 Imported by Chivas Bros. Import Co., New York, NY.

About Chivas Regal
Chivas Regal was pioneered in the 19th century by Scottish brothers James and John Chivas. Their humble early experiments blending aged whiskies developed profoundly and solidified their position as true pioneers in the art of blending. And, with their entrepreneurial and pioneering mindset, they became globally renowned for fine luxury products.

About Falguni Shane Peacock:
Falguni Shane Peacock is a global luxury design house headquartered in Mumbai with an office and showroom in New York City that manufactures and retails haute couture and ready-to-wear. Visionaries Falguni Peacock (Founder/CEO) and Shane Peacock (Founder/Creative Director) married in 2001 and launched the brand in 2002, showcasing their first resort collection at India Fashion Week in 2004 and steadily building a career in the industry by following their own set of rules ever since. The secret of their success is unique and unusual styling along with attention to detail, giving each piece an essence of luxury carried by their signature use of feathers, sequins, and prints. Integral to the Peacock culture is the juxtaposition between contrasting elements: fragility and strength, tradition and modernity, fluidity and severity, fantasy and reality. The brand has presented at Fashion Week all over the world including shows in Miami, New York, London, and Los Angeles, and has had their intricate designs worn to high-profile events such as the Cannes Film Festival, Academy Awards, Emmy Awards, Grammy Awards, and many more. As one of the first Indian design houses to dress international celebrities, they are known for their elaborate pieces that have been worn by Beyoncé, Priyanka Chopra Jonas, Kim Kardashian, Kylie Jenner, Katy Perry, Fergie, Zendaya, Sarah Jessica Parker, Lady Gaga, Jennifer Lopez, and Paris Hilton, among others. Falguni Shane Peacock has achieved immense international acclaim for its edgy and out-of-the-box designs.

About Pernod Ricard USA
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA., the world's second largest spirits and wine company. Pernod Ricard employs approximately 19,000 people worldwide, is listed on Euronext (Ticker: RI) and is part of the CAC 40 index. The company's leading spirits include such prestigious brands as Absolut Vodka, Avión Tequila, Chivas Regal Scotch Whisky, The Glenlivet Single Malt Scotch Whisky, Jameson Irish Whiskey, Kahlúa Liqueur, Malibu, Martell Cognac, Olmeca Altos Tequila, Beefeater Gin, Del Maguey Single Village Mezcal, Código 1530, Monkey 47 Gin, Seagram's Extra Dry Gin, Malfy Gin, Hiram Walker Liqueurs, Midleton Irish Whiskey, Redbreast Irish Whiskey, Aberlour Single Malt Scotch Whisky, Lillet, Jefferson's Bourbon, TX Whiskey, Skrewball Whiskey, Smooth Ambler Whiskey, Rabbit Hole Whiskey, Pernod and Ricard; such superior wines as Jacob's Creek, Kenwood Vineyards, Campo Viejo, Brancott Estate and Sainte Marguerite en Provence rosé.; and such exquisite champagnes and sparkling wines Perrier-Jouët Champagne, G.H. Mumm Champagne, Mumm Napa.

Pernod Ricard USA is headquartered in New York, New York, and has more than 1,000 employees across the country. As "creators of conviviality," we are committed to sustainable and responsible business practices in service of our customers, consumers, employees and the planet. Pernod Ricard USA urges all adults to consume its products responsibly and has an active program to promote responsible drinking. For more information, visit: www.pernod-ricard-usa.com.

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UNITED IS THE NEW GOLD: NEW CHIVAS REGAL ADVERTISING CAMPAIGN CELEBRATES THE POWER OF SHARED SUCCESS

The Blended Scotch Whisky's First US Led National Campaign Establishes Golden Hour as Prime Occasion for Togetherness with New Chivas XV

 

NEW YORK, Dec. 14, 2023 -- Chivas Regal, an icon of luxury blended Scotch whisky, announces first US led national advertising campaign with United is the New Gold. As a brand with rich history that's always celebrated those who are redefining success on their own terms, Chivas' new campaign embarks to reimagine hustle-culture with a modern-day vision of aspiration: shared success.

Chivas has a heritage rooted in the shared success of its founders, a legendary duo who set the tone foundationally to zig against convention. Centuries of expertise have gone into the ultra-prestigious whisky, and today the brand is resetting the tone with a new definition of success. United is the New Gold is a celebration of the wealth of togetherness: honoring the dynamic of power couples and encouraging them to take a moment to celebrate how far they've come by sharing a Chivas during Golden Hour.

"In a world that often measures success by individual power and how much money you have in your bank account, Chivas believes that true success is shared, acknowledging the role of our relationships in our success and taking the opportunity to celebrate how far you've come together," says Emily Lane, Chivas Brand Director at Pernod Ricard USA.

In the campaign's hero asset, created in partnership with McCann London, ants serve as an analogy to a modern-day couple supporting each other as they strive to meet their goals: an illustration of shared success. Set to 'Just the Two of Us' by Bill Withers, the 30 second spot is strategically shot in black and white to imbue emotional resonance, demonstrating the power of connection. Starting this month, United is the New Gold campaign assets will go live across streaming TV, online video, social, and OOH in key US markets including Dallas, LA, Miami, and New York City.

Marking the campaign's launch is the US release of Chivas XV, a prestigious blended Scotch aged a minimum of 15-years and selectively finished in Cognac casks* - resulting in a beautifully golden and velvety interpretation of Chivas' traditional house style. As a permanent part of the Chivas Regal range, the new golden-hued expression will turn Happy Hour into Golden Hour, allowing every sip to become a celebration of shared moments.

An unequivocally sophisticated experience, Chivas XV is best enjoyed in an elevated Gold Rush cocktail made with three simple ingredients:

• 2 parts Chivas XV
• 1 part Honey Syrup (2 parts honey and 1 part hot water)
• 1 part Lemon Juice
• Method: Pour ingredients into a shaker filled with ice; shake until well chilled, strain into a glass over a large ice cube. Add a lemon twist to garnish.

Chivas XV is now available at select fine retailers nationwide and online at ReserveBar for a SRP of $49.99. To learn more about United is the New Gold, please visit Chivas.com and follow along @ChivasRegalUSA.

*A portion of the blend is finished in Cognac Casks

ENJOY RESPONSIBLY
CHIVAS REGAL^® XV 15-Year-Old Blended Scotch Whisky. PRODUCT OF SCOTLAND. 40% ALC./VOL (80 Proof). ©2023. IMPORTED BY CHIVAS BROTHERS., NEW YORK, NY.

About Chivas Regal
Chivas Regal was pioneered in the 19th century by Scottish brothers James and John Chivas. Their humble early experiments blending aged whiskies developed profoundly and solidified their position as true pioneers in the art of blending. And, with their entrepreneurial and pioneering mindset, they became globally renowned for fine luxury products.  Since then, Chivas has been integral to the growth of the Scotch whisky category worldwide – by bringing together the best malt and grain whiskies to create something extraordinary. Chivas believes in the power of blending in life, as well as in Scotch. Chivas blends its spiritual home in Speyside, Scotland, with more than 100 countries across the globe, who together have made Chivas the global success it is today, selling more than 4.2 million 9L cases every year. The Chivas range blends timeless classics with modern innovation, including: Chivas 12, Chivas Extra 13, Chivas XV, Chivas Mizunara, Chivas 18, Chivas Ultis, Chivas 25, Chivas Regal The Icon, and the Global Travel Retail exclusive Chivas Brothers Blend.

About Pernod Ricard USA
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA., the world's second largest spirits and wine company. Pernod Ricard employs approximately 19,000 people worldwide, is listed on Euronext (Ticker: RI) and is part of the CAC 40 index. The company's leading spirits include such prestigious brands as Absolut Vodka, Avión Tequila, Chivas Regal Scotch Whisky, The Glenlivet Single Malt Scotch Whisky, Jameson Irish Whiskey, Kahlúa Liqueur, Malibu, Martell Cognac, Olmeca Altos Tequila, Beefeater Gin, Del Maguey Single Village Mezcal, Código 1530, Monkey 47 Gin, Seagram's Extra Dry Gin, Malfy Gin, Hiram Walker Liqueurs, Midleton Irish Whiskey, Redbreast Irish Whiskey, Aberlour Single Malt Scotch Whisky, Lillet, Jefferson's Bourbon, TX Whiskey, Skrewball Whiskey, Smooth Ambler Whiskey, Rabbit Hole Whiskey, Pernod and Ricard; such superior wines as Jacob's Creek, Kenwood Vineyards, Campo Viejo, Brancott Estate and Sainte Marguerite en Provence rosé.; and such exquisite champagnes and sparkling wines Perrier-Jouët Champagne, G.H. Mumm Champagne, Mumm Napa.

Pernod Ricard USA is headquartered in New York, New York, and has more than 1,000 employees across the country. As "creators of conviviality," we are committed to sustainable and responsible business practices in service of our customers, consumers, employees and the planet. Pernod Ricard USA urges all adults to consume its products responsibly and has an active program to promote responsible drinking. For more information, visit: www.pernod-ricard-usa.com.

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