Chivas Regal Malaysia has launched a new campaign celebrating a classic serve that is synonymous with Japanese drinking culture, the
Highball. With its tagline “Made in Scotland, Remixed in Japan”, the campaign marries the extraordinary craft of Chivas Regal Scotch whisky with the vibrant street culture of Japan to bring a lively Chivas HiBall experience.
The campaign marks the beginning of a new strategy for the brand as it sets its sights on the ‘HUSTLE generation‘, a term coined to describe the generation of young, hungry, and ambitious individuals who are breaking conventions and on the lookout for the unique and unexpected. Luxury has a new definition among this generation as they look up to icons of street culture who do things the non-traditional way and are drawn to the hi-lo aesthetic of luxe street style. With that in mind, Chivas is redefining the classic highball and positioning it as more than just a drink, but a culture that resonates with today’s consumer and their desire for a hi-lo lifestyle. Chivas HiBall represents the clash of two worlds – the high luxury world of Chivas Regal with the bolder, urban world of Japanese street culture.
The whisky highball is a classic serve made up simply of whisky and soda, and the key to making a good one is in using an exceptional whisky, like Chivas Regal 12 Year Old. But the highball is more than just a drink – it is a culture. As one of the most popular drinks in Japan, the whisky highball is fast becoming the favourite way to drink whisky around the world because it’s quick, easy and refreshing. Traditionally seen as the go-to drink at ‘izakayas’ in Japan to pair with one’s food, the whisky highball has become the perfect accompaniment for Happy Hour anywhere around the world.
The Chivas HiBall campaign aims to entice a generation of drinkers who perceive whisky as “too serious” by offering an easy, fun and stylish approach to drinking it. The combination of Chivas Regal 12 Year Old, soda and ice is fast, refreshing and suitable for all occasions and moments.
“Chivas Regal Malaysia has always encouraged our drinkers to enjoy their Scotch the way they want to. And on our part, we also find ways to share new, easy, and exciting ways to enjoy our whisky with the community – all in the spirit of conviviality. With Chivas HiBall, we’re celebrating a simple classic and elevating it with the bold flavours of the Chivas Regal 12 Year Old whilst welcoming a new generation of whisky drinkers who are curious to experience Scotch in different ways,” commented Benny Tsang, Managing Director of Pernod Ricard Malaysia.
With the launch of the Chivas HiBall campaign, Chivas Regal Malaysia has introduced a new Chivas Regal 12 Year Old gift pack that blends the brand’s signature luxe style with iconic Japanese street style as a nod to the culture that propelled the classic serve to popularity. The gift pack is equipped with one of two limited-edition Chivas HiBall mugs and a can of soda to pair with the Chivas Regal 12 Year Old.
On top of that, those who purchase any Chivas Regal products will also stand a chance to win one of three authentic BEARBRICK 1000% figurines worth a total of RM20,000 in a Lucky Draw:
- BEARBRICK Maneki Neko Gold Plated 1000% Light Emission
- BEARBRICK Jean-Michel Basquiat #6 1000%
- BEARBRICK Mickey Mouse B&W 1000%
The closing date for the lucky draw is 30 November 2021, with winners to be announced on 10 December 2021. Participants will also be able to test their mixing skills with the ‘Perfect Mix’ game, available at the interactive booths at selected Jaya Grocer and Mercato outlets.
This Chivas HiBall gift pack is available at selected Jaya Grocer and Mercato outlets, as well as via e-Commerce channels such as:
The Chivas HiBall campaign will also soon be making its rounds at selected bars and outlets around Klang Valley.
Make your own Chivas HiBall:
- Pour 50 ml Chivas Regal 12 Year Old
- Fill glass full of ice
- Top-up with Soda
- Garnish with lemon slice/wedge
For more details on Chivas HiBall, as well as unique Highball-style recipes, visit the Chivas Regal Malaysia website and follow the Chivas Malaysia Facebook page.
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