As a pioneer in the blended Scotch whisky industry, Chivas Regal released its latest global campaign with the tagline “Success Is A Blend”, celebrating the journey of the founders, brothers James and John Chivas. From humble beginnings back in the 1800s in Aberdeen to owing its 25-year-old blend in 1909, the Chivas range now includes the flagship Chivas 12, Chivas Extra, Chivas XV, Chivas Mizunara, Chivas 18 and Chivas 25.
To kickstart the campaign here in Kuala Lumpur, The Chivas team brought the Bukit Kiara Equestrian Club to life by building a purpose-built dome for a three-day pop-up celebrating the diverse taste and desires of the audience. To demonstrate how ‘Blended Is Better’, Chivas collaborated with some of the country’s most exciting contributors in the world of Scotch, mixology, nightlife, football and of course, gastronomy.
“Blending is at the heart of what Chivas Regal does and our collaborative undertakings at Chivas The Blend, will leave guests with unparalleled experiences that live long after the pop-up comes to a close. We hope everyone from all walks of life who have a shared thirst for new and exciting experiences will join us for a successful pop-up. Success is, after all, a blend, and definitely tastes better shared,” says Pernod Ricard Malaysia Managing Director Sebastien Mouquet.
Chivas The Blend pop-up saw highlights that included:
To celebrate Chivas as Manchester United’s global spirits partner, the dome housed a real-time action viewing party for the heated match between Manchester United and Liverpool on Sunday, October 20 on a 360-degree screen broadcast across the Chivas Dome ceiling.
Chivas Brand Ambassador for Malaysia Jasper Epsom conducted a guided tasting and blending masterclass that demystifies the world of whisky. Guests learned more about the art of blending single malts and grain whiskies into personalised 100ml bottles of the perfect blend of Scotch that reflects and is customised according to the palate of each guest there.
Floral flavour: "Kiss From A Rose"
Five bespoke Chivas cocktails were served at Chivas The Blend pop-up, showcasing the versatility of Scotch, each highlighting one of the five flavours — floral, citrus, fruity, creamy or smoky — that make up Chivas’ exquisite House Style. To add to the showcase, world-class mixologists competed in a laser light show visually stimulating laser light show played in sync with the clinks and shakes.
Electronic Theatrical Music
The Chivas XV-owned Electronic Theatrical Music (ETM), showcases a blend of different artistic practices, mediums of expressions of how people experience electronic dance music and nightlife. Artists of various disciplinaries such as ballet, opera, gymnast contortionist, dancers, illusionists blended their art with electronic music. From point technique to a DJ set by local duo B.A.T.E., the Chivas dome also saw a 90-minute non-stop theatrics by producers Sumo Eleven.
The "Fruity" plate: Foie Gras Torchon with Vintage 2015 Cranberries, Duck Rillettes Croquette with Prune Compote, Apple Jelly with Chivas XV Raisins, Kohlrabi and Kale.
Chivas collaborated with Chef Raymond Tham of Beta KL to create a projection mapping experience, developing a 15-course canapé menu (broken down into the five flavours of floral, citrus, fruity, creamy or smoky) designed to complement the complex yet refined Chivas 18 that is a blend of 85 flavour notes in every drop.
The "Citrus" plate: Edible Crispy Leaf, Chivas Mizunara Caviar, Marble Salmon.
Follow Chivas Malaysia's Facebook page for more updates.