SPIRITS & WINES: New cabin bag for Chivas Regal
23 January 2004; Source: ŠThe Moodie Report
By Trevor Lloyd-Jones
UK. Pernod Ricard World Trade has unveiled a new promotion for its leading whisky brand Chivas Regal, from this month. Purchasers of two Chivas Regal 12 year old 100cl bottles will receive a stylish cabin bag, especially designed to fit the product.
The promotion, which will run in key airports throughout Europe, US and Australia, is designed primarily to encourage multi-purchase by facilitating carrying two 100cl bottles. It is also intended as a means to reward consumers with an exclusive free gift.
The company said Chivas Regal 12 year old showed strong volume growth in 2003 (compared to 2002), despite the market facing a number of challenges in this period. The end of the year saw the launch of "The Chivas Life" campaign (The Moodie Report 27 May 2003) on the back of which a number of initiatives have been developed for the travel retail sector. These initiatives will be rolled out throughout 2004, while other new developments in the Chivas Regal family will also be unveiled later in the year.