The Tasting Panel magazine

October 2014

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Page 34 of 132

34  /  the tasting panel  /  october 2014 W hat makes a gentleman? Well, the folks at Chivas Brothers, the global leader in luxury Scotch whisky, think they, have the answer to what makes a "Chivas Gentleman." And as such, for the third straight year, Chivas is rolling out its "Made for Gentlemen" promotion for the holidays. The retail-driven campaign is held in partnership with a different bespoke luxury company each year, and consists of a limited-edition gift tin, holding a bottle of the iconic Chivas Regal 12 Year Old Blended Scotch Whisky. This year's collaboration, with and designed by British luxury watchmaker Bremont, has special significance beyond the custom-made concept as, like Chivas, Bremont was founded by two brothers. This year's tin is designed to evoke the image of a deconstructed timepiece, reflecting the elegant, complex engineering of Bremont chronometers. "The collaboration with Chivas was a genuine meeting of the minds," says Nick English, Bremont co-founder, along with his brother Giles. "We are dedicated and passionate about keeping traditions of craftsmanship alive, and we were both blown away by the level of skill that Chivas Master Blender Colin Scott deploys in channeling nature and time in blending their Scotch whiskies. It's a great fit for us." As part of their involvement in the campaign, the English brothers have also designed a limited-edition timepiece called the Bremont Chivalry Watch, which containins a piece of used oak cask, and of which only 12 will be made. In keeping with Chivas Brothers' core values of craftsmanship, style and generosity, all 12 watches will be auctioned off in a global online auction, with 100 percent of the proceeds going to charity. Seven "Bremont Solo" watches, which incorporate subtle Chivas branding on the dial, will be available to win in the U.S. through a consumer sweepstakes. "Chivas is a best-selling brand for the holiday season, and this year's edition in collaboration with Bremont is truly special. Impressed by their collaboration with other luxury brands like Jaguar and the unique style of their watches, we feel our brands have a lot in common. Like Chivas, Bremont is made for gentlemen," says Megan Bordi, Senior Brand Manager for Chivas Regal. More information on the Chivas Brothers and the Made for Gentleman Holiday campaign, which started Oct. 1 and runs through the end of the year, can be found at PHOTO COURTESY OF CHIVAS BROTHERS Ever the Gentlemen CHIVAS LAUNCHES ITS THIRD "MADE FOR GENTLEMEN" CAMPAIGN by David Ransom BRAND STRATEGIES

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