Chivas Regal has teamed up with MSN to launch an online channel.

The Chivas Life Channel, unveiled by Pernod Ricard USA yesterday (26 June), is the first time a spirits brand has moved into the internet channel sector, Chivas said. The channel is based on the 'The Chivas Life Ambassadors' search, in which two people are chosen to report on their travels throughout world, in search of 'the Chivas Life'.

"With the vast expertise behind MSN, we've developed original programming that demonstrates a true Chivas Life experience," said Craig Johnson, brand director of Chivas Regal at Pernod Ricard USA. "As the first spirits brand to launch an online channel, it is our intention to give the web adventurer tools to seek out and enjoy the moments and experiences that define The Chivas Life."

The channel will feature webisodes from 'The Search for The Chivas Life Ambassadors', which follows candidates through the application process as teams are interviewed around the US. The webisodes culminate in the selection of the pair of Chivas Life Ambassadors from seven finalists in Las Vegas.

Visitors will also be able to travel virtually to destinations such as Hungary, Croatia, Egypt, Tanzania, Brazil, Japan and Peru alongside the selected ambassadors.