Travel Retail and Duty Free Business Intelligence    Monday 22 September 2014

SPIRITS AND WINES

Chivas Regal 25 year old: a star is (re)born – 29/09/07

Published: 29/09/07

Source: ©The Moodie Report

By The Moodie Report News Room

98 years after its original launch, Chivas Regal 25yo is back
US. A star was born in New York last night. Or re-born. 98 years after the launch of the original Chivas Regal 25 year-old Scotch Whisky, it’s back.

The Moodie Report was on hand at an extraordinary celebration party at the New York Public Library on Friday night as the reborn ultra-premium spirit was rolled out, and tasted by an audience of 500 guests drawn from around the globe.

Today at New York JFK Airport with DFS Group, International Shoppes and Duty Free Americas Pernod Ricard launched its new ultra-premium star into duty free. The first bottle sold – to Pernod Ricard Asia Managing Director Alexandre Ricard – is being flown tonight to Singapore Changi Airport for the Asia Pacific launch.

And, in a unique example of media coverage, The Moodie Report is flying alongside it, to ensure real-time coverage of both launches.

Chivas Brothers Chairman and CEO Christian Porta told The Moodie Report: “It’s a very important moment for Chivas Brothers, for Chivas Regal and for Pernod Ricard. The first Chivas 25 year-old was launched in 1909 here in New York – a lot of people don’t know that. That’s where the legend of Chivas Regal was born. Now it will be once again the pinnacle of the Chivas Regal brand.”

(Left) Hush is the word from Chivas Brothers while guests await the unveiling of the new launch; (Right) Scottish airs with an American touch – the original Chivas Regal 25yo was launched here in New York City in 1909

(Left) Master blender Colin Scott unveils a remarkable Scotch whisky with "a cacophany of flavours"; (Right) DFS Group Merchandising President Michael Schriver (left) with Pernod Ricard Travel Retail Americas President Christophe Lemarié
Chivas 25yo will retail in duty free at around US$235 (compared with US$58 for Chivas 18yo at JFK T4 or Chivas 12yo at US$36). The global launch into selected duty free and domestic markets began with the sale of the first bottle at the DFS Group store at New York JFK Airport T4 today. On Monday it will be launched in Asia Pacific at Singapore Changi Airport, again with DFS (which will have an initial exclusivity in the region).

The Moodie Report Publisher Martin Moodie with Pernod Ricard Chairman and CEO Patrick Ricard and Managing Director Duty Free Asia Alexandre Ricard; (Right) Gloria Song, Pernod Ricard Asia Duty Free Regional Marketing Manager with Sky Connection CEO Baker Salleh
The Moodie Report Publisher Martin Moodie is flying with Pernod Ricard Asia Duty Free Managing Director Alexandre Ricard from New York to Changi Airport for the launch on Monday morning.

In the Americas Chivas Regal 25yo is also being launched in Miami, Los Angeles, San Francisco and Rio de Janeiro airports in coming days.

The celebrations began here in New York on Thursday with a travel retail dinner, where Pernod Ricard Travel Retail Americas President Christophe Lemarié hosted retailers from around the world.

Today saw the New York duty free launch of Chivas Regal 25yo, with the formal unveiling taking place at the elegant DFS Group store at JFK Airport T4; (Right) Christophe Lemarié welcomes guests to "a unique day in the history of Chivas Regal"

(Left) Master blender Colin Scott introduces a "luxurious, deep-flavoured and rich whisky"; (Right) Christophe Lemarié hands the very first bottle of Chivas Regal to his Asian counterpart Alexandre Ricard (second from left) who will accompany the bottle to Singapore Changi Airport tonight with The Moodie Report Publisher Martin Moodie (right). DFS Group Merchandising President Michael Schriver (second from right) was on hand to applaud an upscale entry that he said is perfectly in line with the retailer's luxury strategy

Pernod Ricard Chairman and CEO Patrick Ricard told The Moodie Report last night: “When Chivas started to sell in the US in 1909 it was a 25 year old brand – when the brand came back on the market after the war and the prohibition, Chivas came back on the market as a 12yo. So we’re back where we were a long time ago.”

The images on this page (we'll bring you more in coming days) capture some of the atmosphere of the launch party at the New York Public Library and the DFS introduction of Chivas Regal 25yo at JFK. After a 22-hour flight to Singapore we’ll report on the Changi debut.

(Left) Michael Schriver of DFS congratulates Pernod Ricard on the initiative and wishes the company well with its Americas and Asia launches; (Right) "Slanjevar" (Cheers) From left: Robin Johnston, Chivas Brothers; John Hoover, DFS Group; Michael Schriver, DFS Group; Christophe Lemarié, Pernod Ricard Travel Retail Americas; Patrick Castanier, Pernod Ricard Travel Retail Asia

A toast to success: Saul Sola, Pernod Ricard Travel Retail North America; Colin Scott, Master Blender; Christophe Lemarié, Pernod Ricard Travel Retail Americas; Steve Corrigan, Pernod Ricard Travel Retail Americas; (Right) Christophe Lemarié (right) hands over the case containing the first bottle of Chivas Regal 25yo to be sold in duty free to Martin Moodie for safe keeping on the 22-hour flight to Singapore Changi Airport

More details on this story feature on The Moodie Blog. To read about 'A Regal journey' click here.

For three special Moodie Podcasts from the JFK launch click here.