Chivas Regal – the magnum force

03 September, 2012

Chivas Brothers has unveiled a 1.5 litre magnum of its flagshiop blended scotch whisky, Chivas Regal, aimed specifically at elite bars.

The strategy behind the Chivas Regal 12 Year Old Night Magnum is to break into the sort of occasions in the VIP areas of elite bars which are dominated by premium white spirits, particularly vodka and champagnes.

Chivas Regal global brand director James Slack, said: “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. 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 Night Magnum has a metallic finish and a burgundy Chivas Regal emblem. It will be available in more than 30 markets, including China, Brazil, Japan, France and Malaysia.





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Nick Strangeway

Bar food's blurred lines

Once upon a time pubs and bars were somewhere you went with the sole purpose of getting pissed and there wasn’t a knife and fork in sight, just a packet of dry roasted nuts.

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