Chivas Regal promotion lifts sales at Copenhagen Kastrup

Nicole Mezzasalma

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The Indulgent Tasting Experience promotion increased sales of Chivas Regal 18yo in November by 214%

Pernod Ricard Travel Retail has announced that a tasting promotion for its Chivas Regal 18yo premium Scotch whisky at Copenhagen Kastrup airport has increased sales of the product by 214% in November, when the Indulgent Tasting Experience campaign was held. The travel-retail tasting also lifted sales of Chivas Regal 12yo 1l by 20%, Chivas Regal 12yo 70cl by 6% and Chivas Regal 12yo 50cl by 2%.

Held in partnership with Valrhona chocolate, the Indulgent Tasting Experience had hostesses wearing custom-made Chivas Regal 18yo dresses explaining to customers the taste profile and the background of the whisky and of Valrhona blended chocolates, which were specially packaged in paper decorated with the Chivas Regal 18yo logo.

Chivas Brothers regional director Robin Johnston said: “This highly visible sampling activity was set up to educate travellers about the philosophy behind the Chivas 18yo blend. The art of blending was brought to life in this classic partnership between luxury chocolate maker Valrhona and Chivas Regal 18yo, a premium Scotch which contains notes of dark chocolate to compliment the Valrhona. It demonstrated the benefit of adding value to travellers’ buying experiences rather than running a price promotion.”