Issue link: https://digital.copcomm.com/i/46939
The Chivas Brotherhood is personified by Wolfgang's Steakhouse in Beverly Hills and the Chivas products they pour. "When you're enjoying a quality meal with friends," says Chivas Brand Ambassador Richard Varga, "you want to look at the backbar and know they're pouring spirits of equal quality." Left to right: Rob Roy made with Chivas 12, plus Chivas 18 and Chivas 25, both served neat. The Devotee's Blend: story and photos by Richard Carleton Hacker W ith the launch of the Chivas Brotherhood and Club 1801, Chivas Regal—San Francisco World Spirits Competition multiple Double Gold medal winner— has given a whole new meaning to "social networking." Their newest campaign links the Chivas Brotherhood, a state-of- mind concept for individuals who share "a modern code of honor" that sets them apart from the crowd, with its more tangible offshoot, Club 1801, a brand-specific gathering spot us. Live with chivalry." "That reflects the things we value as a brand," confirms Richard Varga, Chivas Brand Ambassador. "We feel if everyone had these goals, the world would be a better place. With our 'Live with Chivalry' motto, we're in search of the modern gentleman, and joining him and his friends in a toast to honor and to brotherhood." This goal is accomplished via e-blasts, QR-coded shelf talkers, blogs, banners and other social media inviting the consumer to join the Chivas Brotherhood, launched in con- junction with Urban Daddy, an internet-based lifestyle guide targeted to ultra-hip urbanites. That linkup provides the chivasbrotherhood.com website with members-only emails announcing new cocktail lounges, trend-setting restaurants, bespoke clothiers and similar information. Keyed to this, Chicago, Miami, Houston, Los Angeles, New At Wolfgang's Steakhouse in Beverly Hills, the Chivas Brotherhood is evident, with Chivas Regal being enjoyed by real friends, not virtual ones. Left to right: Chivas Brand Ambassador Richard Varga, Wolfgang's Steakhouse Managing Partner Peter Zwiener, and Wolfgang's Steakhouse General Manager Ron Kirk. for these like-minded individuals. Appropriately, it began with a Chivas Regal YouTube commercial in which a young executive is pushed and jostled along a crowded street. "Millions of people—everyone out for themselves," says the voiceover. "Can this really be the only way? No. Here's to honor. And gallantry. Long may it live. Here's to doing the right thing. For giving a damn. Here's to the straight talkers—who give their word and keep it. Here's to a code of behavior that sets certain men apart from all others. Here's to York and Dallas are target markets for Club 1801, sophisticated pop-up environments lasting four to six weeks in upscale loca- tions such as mansions, penthouses, and office suites, rede- signed to be Chivas-specific, including branded accoutrements, bartender uniforms and a Chivas concierge. Here, free of charge, "Chivas Brothers" are invited to bring friends, socialize, participate in poker and billiards, watch 3D TV and experience Chivas Regal, including exclusive 1801 Club cocktails created by International Brand Ambassador Max Warner. Beyond Club 1801, ongoing "Tribe Events" encompass Brotherhood Night (televised sports events, for example) and "Mentored" gatherings such as cigar seminars and tasting select Pernod Ricard products such as Strathisla 18 Year Old and Longmorn 18 Year Old, along with Trade Nights for mixologists. Contests with prizes, including a trip to Scotland, are additional perks. Thus, cyber-communications becomes clasped in a flesh- and-blood handshake that cements friendships and bonds Chivas Regal to a newfound customer base stretching from the internet to on- and off-premise encounters. "J. C. Iglesias, Marketing Director, Scotch Whisky and Cognac for Pernod Ricard USA, actually said it best," said Varga. "He said, 'We want to inspire people to be more rather than to have more.' That's what the Chivas Brotherhood is all about." november 201 1 / the tasting panel / 65 Chivas Regal