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Latest News - Whisky industry -New global digital platform for Chivas Regal - 4th June, 2009

A screen shot of the new global disgital platform from The Chivas BrothersChivas Brothers has unveiled a new global digital platform www.chivas.com that will integrate all online activity for its flagship Scotch whisky Chivas Regal. It will also create a global hub for the brand’s new Live with Chivalry communication programme, whilst allowing local affiliates to tailor online marketing in their regions.

In line with Chivas Regal’s core brand message Live with Chivalry, the new website offers a call to arms to Chivas consumers to join a worldwide movement behind Chivalry. Exhorting them to live their lives with Chivalry is the ‘Join the Movement’ module where consumers can upload their name, motto and crest to a wall of Chivalry advocates from around the world.

Simon Burley, International Marketing Manager for Chivas Regal, explains: “We want to focus our efforts on a consistent, stylish and engaging online platform that is true to Chivas Regal’s identity.  Our new digital solution aims to harness the Live with Chivalry campaign and create a real movement, both globally and locally, which calls our consumers to live their life with honour, courage and gallantry.”

The new hosting system will allow local marketing teams around the world to build on the global movement by creating their own local modules around Live with Chivalry whilst still benefiting from core global sections of the site.

A screen shot of the new global disgital platform from The Chivas BrothersFurther highlighting the globally acclaimed Live with Chivalry campaign and to mark the launch of the new website, a series of short films has been created that will be shown exclusively on the site celebrating Modern Knights from around the world. The films feature men that embody the masculine ideals that Chivas Regal is embracing with its Live with Chivalry campaign such as loyalty, brotherhood, honour, a sense of passion and adventure and behaving with class in everything you do.

Britain’s most successful Olympic sailor ever, triple gold Olympic medallist Ben Ainslie CBE, and Tony Chambers, the Editor-in-Chief of Wallpaper*, the iconic international design, fashion and lifestyle magazine, are both featured in the Modern Knights films.

Chivas Regal is a truly global brand, available in over 200 countries, and maintains a consistent positioning and global communication platform. The Live with Chivalry advertising campaign, launched at the end of 2008, is based on the idea that there is a code of behaviour that sets some men apart from others. This contemporary call for Modern Knights is an inspirational new platform that has researched extremely well in key markets around the world.

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Highland Park Freya - The Valhalla Collection 16 Year Old Single Malt WhiskyHighland Park Freya - The Valhalla Collection 16 Year Old Single Malt Whisky

Colour/Appearance: Fair gold.
Nose: Mild sweet smoke, green apple, sweet butter icing, coconut and cream, lemon peal. Palate: Vanilla cream, spiciness, marmalade, cinnamon spice, oaky spice, leafy green notes, bark and damp twigs. Finish: Gentle spice, warming.

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Scapa 1980 25 Year Old Single Malt Scotch WhiskyScapa 1980 25 Year Old Single Malt Scotch Whisky

Colour/Appearance: Light Gold.
Nose: Rich, spices, cinnamon, honey, zest, barley, sweet cereals.
Palate: Honey, juicy barley, notes of orange and cacao, oaky and winter spices.
Finish: Spicy, long and warming.

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Selection of Scottish Malts Whisky available from Spirits By Post

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Distillery:  The Macallan

Nose: Creamy butterscotch with a hint of toffee apple, candied orange, vanilla custard and newly felled oak. Palate: Deliciously honeyed, wood spices and citrus, balanced with raisins and caramel. Finish: Oak lingers, warm, sweet and drying.
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Auchentoshan Bartenders Malt Annual Limited Edition #1 Single Malt Scotch WhiskyAuchentoshan Bartenders Malt Annual Limited Edition #1 Single Malt Scotch Whisky

Distillery:  Auchentoshan

Colour/Appearance: Golden copper with green reflections.
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Glenfarclas 40 Year Old Highland Single Malt Scotch WhiskyGlenfarclas 40 Year Old Highland Single Malt Scotch Whisky

Distillery:  Glenfarclas

Nose: Chocolate, raisins, prunes, touches of mint, leather.
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Highland Park Freya - The Valhalla Collection 16 Year Old Single Malt WhiskyHighland Park Freya - The Valhalla Collection 16 Year Old Single Malt Whisky

Distillery:  Highland Park

Colour/Appearance: Fair gold.
Nose: Mild sweet smoke, green apple, sweet butter icing, coconut and cream, lemon peal. Palate: Vanilla cream, spiciness, marmalade, cinnamon spice, oaky spice, leafy green notes, bark and damp twigs. Finish: Gentle spice, warming.

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Highland Park Capella Special Edition Single Malt WhiskyHighland Park Capella Special Edition Single Malt Whisky

Distillery:  Highland Park

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