UK: Chivas Brothers unveils website for Regal

By just-drinks.com editorial team | 5 June 2009

Chivas Brothers, the Scotch and premium gin division of Pernod Ricard, has unveiled a website for its Scotch whisky brand Chivas Regal.

The site is designed to create a "global hub" for the brand's new 'Live with Chivalry' promotional campaign, the company said today (5 June).

"We want to focus our efforts on a consistent, stylish and engaging online platform that is true to Chivas Regal's identity," said Simon Burley, international marketing manager for Chivas Regal. "Our new digital solution aims to harness the Live with Chivalry campaign and create a real movement, both globally and locally."

To mark the launch of the website, a series of short films will be shown on the site celebrating "modern knights" from around the world, the company said. The films feature men that "embody the masculine ideals that Chivas Regal is embracing" with its Live with Chivalry campaign.

UK Olympic sailor Ben Ainslie and Tony Chambers, the editor-in-chief of international design and lifestyle magazine Wallpaper are both featured in the Modern Knights films.

Last month, Chivas Regal 25-year-old was the official Scotch whisky of the Cannes International Film Festival.

Sectors: Spirits

Companies: Chivas Brothers, Chivas Regal, Pernod, Ricard