At long last, Chivas Regal is introducing Chivas Regal Extra to Travel Retail channels across Asia. The new super-premium expression, blended with rare malt aged in a sherry cask, is launching in key Asian airports throughout the May-July 2015 period. The launch of Chivas Regal Extra into Travel Retail in Asia is supported by a new campaign, ‘Welcome to the Next Level’, that introduces the newest member in the Chivas Regal family and engages consumers with a premium airside experience.
Travellers will be both educated and inspired by a variety of mechanics, led by in-store Comparison Tasting bars which will bring to life the key differences between Chivas Regal 12 and Chivas Regal Extra, and highlight the influence of the sherry cask. Selected airports will also feature an interactive game challenging travellers to learn more about the product and entitling them to a premium gift. Furthermore, consumers will have a chance to discover more about Chivas Regal Extra via a Sherry Cask Display as well as Aroma Kit Sets which bring its key flavor notes to life.
Seven airports across Travel Retail Asia will be supported by the ‘Welcome to the Next Level’ campaign. These include Singapore’s Changi airport, Malaysia’s Kuala Lumpur International airport, Hong Kong’s International airport, Thailand’s Suvarnabhumi airport and Vietnam’s Tan Son Nhat International airport in May and June; at Korea’s Incheon International airport in June; and at Japan’s Haneda Tokyo International airport in July.
“We are delighted to be introducing the newest member in the Chivas Regal family – Chivas Regal Extra, to Travel Retail across Asia and to be supporting the launch with the ‘Welcome to the Next Level’ campaign. Our goal is to engage with travellers and offer them a unique shopping experience and premium gifts through a set of dynamic in-store activities at the airport.” said Kyung Min, Marketing Manager at Pernod Ricard Asia Travel Retail.
