Pernod launches ‘party-size’ Chivas Regal Night MagnumBy Becky Paskin
Pernod Ricard is hoping to cut itself a slice of the affluent, VIP late-night party market with the launch of a Chivas Regal Night Magnum.
The 12-year old premium Scotch will be available exclusively to the on-trade, where Chivas Regal intends to capitalise on social celebrations.
Typically such occasions are dominated by premium white spirits such as vodka and Tequila, and Champagne, but Pernod is adamant its Chivas Regal Night Magnum can challenge the competition.
“When people purchase a bottle in an exclusive venue they are either ordering bottle-to-table vodka for the night ahead or Champagne to celebrate a moment,” said James Slack, global brand director for Chivas Regal. “The Night Magnum will introduce Scotch whisky to these occasions, ensuring increased visibility for Chivas in the premium on-trade environment.”
The 1.5 litre bottle has a premium-looking metallic finish with burgundy Chivas Regal emblem.
It will be available in high-end bars and members clubs in over 30 markets worldwide, including China, Brazil, Japan, France and Malaysia.