Chivas Brothers, the Scotch division of Pernod Ricard, is to plough $3.5m into promoting its super-premium whisky Royal Salute across Asia. The campaign Pernod said was " a prelude to significant profile-enhancing activity for Royal Salute."

Asia accounts for 80% of Royal Salute's annual sales of around 90,000 nine-litre cases. Duty free Asia, Taiwan and China are the brands top markets.

Sophie Gallois, Chivas Bothers brands director for super-premium brands, said: "We have created a powerful focus for Royal Salute in the last part of this year, but more fundamentally this is the first step in an ongoing renewed emphasis on the brand in our key market."

The drive will include a major advertising campaign in the Chinese, Taiwan and South Korean markets, including a television ad backed by pan-Asian print advertising in prestige titles such as Fortune magazine, the International Herald Tribune and the Economist.