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January 7, 2010

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Chivalry comes with new tunes

MUSIC events have become one of the hottest avenues for alcohol brands to attract a younger generation of consumers.

Chivas Regal recently brought to Shanghai "Voices of Chivalry," a nationwide theme party featuring performances by top Asian pop stars. It was also the premiere in the city of Asia's first virtual music band, also called "Voices of Chivalry," created by the premium Scotch whisky brand.

The star-studded party at Shanghai Dream Wharf along the Bund attracted celebrities such as renowned Taiwanese actors Chang Chen, Ethan Ruan and Joseph Zheng, as well as local socialites.

To open the night, Taiwan composer and singer Allen Kuo entertained the crowd with his signature pieces followed by the debut of "Camaraderie," the first single of the Chivas virtual band.

The four band members, namely "Honor," "Courage," "Gallantry" and "Camaraderie," represent the values of "chivalry," a spirit that Chivas Regal cherishes and promotes through its latest global advertising campaign.

Launched in late 2008, the campaign aims to revive the values of chivalry by encouraging people to live life with honor, loyalty, courage and gallantry, while celebrating an eternal masculine ideal of substance, class and sophistication.

The four virtual members were presented through high-tech 3D holographic images. After that, Taiwan rock star Shin and pop idol Kenji Wu presented some of their most popular hits. The party peaked when the virtual band and the real stars joined together to perform Shin's self-composed song "Immortal Faith," and Wu's hit "Honor."

"I used to relate the spirit of chivalry to ancient times, but now I realized that it actually lies in every one of us no matter which era we are in," Shin said. "When you help someone, you are doing a chivalrous deed."

To listen online or download "Camaraderie," the first single of "Voices of Chivalry," check the official Website of Chivas Regal at Meanwhile, the band's next song, "Honor," is also in preparation.

After the gala music event in Shanghai, the theme party will tour around China, visiting cities such as Shenzhen in Guangdong Province and Fuzhou in Fujian Province.

Chivas Regal has also recently launched new packaging for its flagman product - Chivas Regal 12 Year Old - in order to leverage the premium positioning and modern spirit of the brand.

The new bottle features more refined embossing with the luxurious textural label partially recessed into the bottle's glass, as well as a burgundy handcrafted cap which highlights the luxury origin.

The silver label, a key part of the Chivas Regal brand identity, is used in a very contemporary way yet still reflects the nobility and masculinity at the heart of the brand.

A gift set of the newly packaged Chivas 12 Year Old is available in the Chinese market in readiness for the looming Spring Festival holiday season.

Chivas Regal is the flagship Scotch whisky brand of Chivas Brothers, owned by Pernod Ricard. One of the best-selling blended whiskies in the world, it has achieved a strong global performance - No. 1 in Europe and Asia, with dynamic growth in Eastern Europe, South America, and most emerging markets.

The Chivas Regal range is the epitome of style, substance and exclusivity and includes Chivas Regal 12, 18 and 25 Year Old.

In China, the names Chivas (both in English and Chinese characters) and Chivas Regal (in English) are now recognized by the Chinese Trademark Office of the State Administration for Industry & Commerce as Well-known Trademarks in China, making it the first brand in the whisky category to achieve this status.


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