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Pernod Ricard has extended the partnership between its Chivas Regal blended Scotch brand and the founders of Le Baron nightclubs beyond travel retail to the off-trade.

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The company, whose Chivas Brothers unit launched the tie-up with Le Baron in the travel retail channel late last year, said earlier today (18 April) that it will roll out a limited edition gift pack for its Chivas Regal 12 Year Old variant in 20 markets globally. The packaging, which is pictured right, is available from this month in the off-trade, although details were not disclosed about how long it will be on offer.

The pack features a graffiti design by Le Baron co-founder and artist, Andre Saraiva, and contains a membership card giving consumers access to exclusive online content at a Chivas microsite.

The offering will retail at around 10% premium to Chivas Regal 12 Year Old.


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