The Art of More Inclusive with First Choice
Launched in 1909, Chivas Regal was the world’s first luxury whisky, renowned for style, substance and exclusivity. However, in the 21st century, a new generation of discerning palettes was needed to reinvigorate the Chivas Regal fan base without compromising the luxurious style of the brand’s heritage.
Past ‘Art of Blending’ experiences were successful as small, exclusive experiences, and we were briefed to transform this into a headline grabbing, aspirational piece of experiential activation, with a view to bringing new fans into the fold and recruiting more long-term advocates for the brand.
We created ‘The Blend’, a purpose-built, long-standing whisky bar aimed at recruiting people into the brand through bookable one-hour Art of Blending sessions hosted by Chivas Regal experts. Here guests discovered the origins and history of grain whisky and single malts, sampled each of the whiskies followed by a masterclass on making their own unique blend to take home and enjoy.
Launched at London Cocktail Week, the pop-up also played host to a series of unique, live influencer events. Consisting of live discussions bringing together cultural figures who celebrated the blend of skills and the collaborative spirit needed to be successful in the modern world, panelists, included award-winning BBC filmmaker Reggie Yates and acclaimed author David Nicholls amongst others. Each influencer would go onto create their own blend of whisky that was afterwards available for attendees to purchase.
The Blend hosted a series of live discussion events bringing together cultural figures that celebrated the blend of skills and the collaborative spirit needed to be successful in the modern world. These panelists, including award-winning BBC filmmaker Reggie Yates and acclaimed author David Nicholls, created their own blend of whisky that was afterwards available for attendees to purchase.
Over 70 pieces of media coverage have appeared to date with a total reach of almost 286,000,000 with 100% positive sentiment. Standout branded coverage included The Evening Standard, Time Out, Complex, Notion Magazine and The Independent with substantial coverage across other top tier media targets.