Pernod Ricard’s Chivas Regal blended scotch has readied a pie-themed offering to consumers in London for fans of the city’s Arsenal soccer club.
The whisky, which secured a sponsorship arrangement with the club in August last year, has been partnered with London-based Willy’s Pies to create a beef pie that has been infused with Chivas’ 12-year-old iteration. The pie will be available at Arsenal’s stadium in the north of the city this weekend for the club’s final home game of the 2024-25 season.
The first 200 fans to buy a pie will also receive a complimentary highball serving featuring the scotch. Proceeds, including from pies sold via its maker’s website for a limited period, will “go back to the community”, according to Pernod Ricard’s Chivas Regal scotch whisky operating division.
Chivas Regal will also front a podcast, ‘Pies and Punchlines’, hosted by comedian Mo Gilligan and featuring players from the club.
As well as the marketing arrangement with Arsenal, the brand also became a sponsor of the Scuderia Ferrari HP Formula One team late last year. Stablemate Jameson, meanwhile, is a sponsor of the English Football League’s three divisions – Arsenal play in the English Premier League – through to the end of the 2026-27 season.
The Irish whiskey has a similar agreement in place with Major League Soccer in the US and Canada,
