Pernod Ricard has launched Chivas Regal Crystalgold, a “clear spirit drink” to be used in serves more usually the territory of Tequila.
The colourless drink will be available from next month at an RRP of £51 (US$68).
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In a statement, Pernod’s Chivas Brothers whisky unit said the product would be on sale at “a range of retailers including Amazon”.
The business described the drink as “an innovation and technical breakthrough” for the Chivas Regal brand and insisted the beverage “retains the rich depth of flavour consistent with the Chivas Regal house style”.
“By pairing the brand’s signature depth of flavour with the lightness and versatility of a clear spirit, Chivas Regal Crystalgold unlocks new possibilities for how and when the brand can be enjoyed,” the statement read.
“Its crystal-clear profile lends itself to longer, fresher drinks, opening the door to increasingly popular early evening occasions, traditionally the domain of clear spirits like Tequila.”
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By GlobalDataNick Blacknell, the global marketing director for Chivas Regal, described the launch of Chivas Regal Crystalgold as “an exciting step into new territory” and said the business was responding to changes in consumer habits.
“Chivas Regal Crystalgold exemplifies the bold thinking that continues to drive this brand forward,” he said. “This is a true first for us, and an example of how a heritage brand can continue to innovate in the industry.”
In Pernod Ricard’s last full financial year, which ran to 30 June, the French giant sold 4.8m nine-litre cases of Chivas Regal, up 2% on an organic basis. Chivas Regal is the fourth-largest of Pernod Ricard’s “strategic international brands” by annual case sales, a list headed by Absolut vodka.
