Pernod Ricard’s Scotch whisky business is targeting “a new generation of whisky fans” through a gaming tie-up.
The partnership between Chivas Brothers and US video game developer Naughty Dog centres around a new blended Scotch launch later this year. Moth & Wolf takes as its inspiration the PlayStation 4 game The Last of Us Part II.
The whisky, launch details of which were not disclosed, forms part of Chivas Brothers’ ‘The Digital Spirits Project’, which focuses on film, TV and gaming to attract new consumers to Scotch. Carrying an ABV of 40%, Moth & Wolf contains whisky distilled in 2013.
The Digital Spirits Project kicked off last year with Barrelhound, a blended expression from Chivas’ Braeval distillery that carries an SRP of US$45 per bottle.
According to Naughty Dog, The Last of Us Part II, which was released in 2020, has sold around 10m copies worldwide. The franchise debuted around ten years ago and will be bolstered by a remastered version of the original game next month.
