GLOBAL: Pernod Ricard releases Chivas Regal travel retail edition

By just-drinks.com editorial team | 6 July 2009

Pernod Ricard has launched a limited edition package for its Chivas Regal Scotch whisky brand.

The company, whose subsidiary Chivas Brothers handles the brand, said late last week that Chivas Regal Centenary Edition, which feature the brand's 12 year old variant, is now available exclusively in travel retail.

The edition, the packaging of which draws its inspiration from luxury travel cases, hit London's Heathrow airport last week, following a global roll-out in May.

"One hundred years ago, the first bottles of Chivas Regal hit New York shores and soon became the most talked-about and sought after whisky amongst the social scene of the New World," said Chivas Regal's marketing manager, Lisa Woodward. "We're delighted to be celebrating this centenary with the special travel retail exclusive Centenary Edition."

The bottle, housed in an old-style travel chest-like tin, will feature a commemorative neck label as well as a new back label telling the whisky's story. When contacted by just-drinks, a spokesperson for Pernod could not confirm the retail price of the product at Heathrow, but noted that, in Dubai, a bottle retailed for between US$38 and $40.

Sectors: Spirits

Companies: Chivas Regal, Pernod, Ricard, Chivas Brothers