Pernod Ricard’s US division has commenced a nationwide marketing activation for a new-to-market extension of flagship Scotch whisky Chivas Regal.
Chivas XV, a 15-year-old blend, is the subject of ‘United is the New Gold’, which debuted in the country late last week. The centrepiece of the campaign is a 30-second ad that now appears on streaming TV, online video and social media platforms.
The push will be backed by out-of-home presence in “key US markets” including Dallas, Los Angeles, Miami and New York.
Chivas XV comprises liquid a proportion of which has been finished for an unspecified period in ex-Cognac casks. The 40%-ABV iteration, a permanent extension of the Chivas portfolio, is on sale now in the US with an SRP of US$49.99.
Speaking to Global Drinks Intel in October, Pernod Ricard’s global head of Scotch whisky innovation, Yogesh Gandhi, highlighted Chivas XV as an example of efforts to modernise Scotch in the eyes of the consumer. “The insight there was, when you look at American and Irish whiskey, the eyes on the wider category had really grown, but the perception of Scotch was still very traditional – ‘for my father’,” Gandhi said.
“With Chivas XV, we looked at a higher-energy moment. We changed the liquid profile completely, it’s a much smoother whisky.”
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