Chivas Regal Extra launches in Asia travel retail

Blended Scotch whisky brand Chivas Regal is launching its new Extra expression into travel retail channels across Asia, accompanied by a new campaign.

Chivas Regal Extra’s launch is being supported by a new campaign called Welcome to the Next Level

Chivas Regal Extra will be made available in in key Asian airports throughout May to July, supported by new campaign, titled Welcome to the Next Level.

“We are delighted to be introducing the newest member in the Chivas Regal family – Chivas Regal Extra – to travel retail across Asia and to be supporting the launch with the Welcome to the Next Level campaign,” commented Kyung Min, manager at Pernod Ricard Asia Travel Retail.

“Our goal is to engage with travellers and offer them a unique shopping experience and premium gifts through a set of dynamic in-store activities at the airport.”

Seven airports will be supported by the Welcome to the Next Level Campaign, including Singapore Changi airport, Malaysia Kuala Lumpur International airport, Hong Kong International airport, Thailand Suvarnabhumi airport and Vietnam Tan Son Nhat International airport in May and June.

Korea Incheon International airport will feature the campaign in June and Japan Haneda Tokyo International airport will run the campaign in July.

Travellers will have the chance to experience in-store comparison tastings to distinguish the differences between Chivas Regal 12 and Chivas Regal Extra.

Select airports will also be offering an interactive game challenging consumers to learn more about the product and entitling them to a gift, as well as a Sherry cask display and aroma kit sets.

Chivas Regal Extra is bottled at 40% abc and has an RRP of US$56 in global travel retail.