Chivas - Brand Study

CHIVAS A CASE STUDY

25.03.2019

Contents

1. About

5. Marketing Tools

2. History

6. Design Elements

3. Chivas Family

7. Market Study

4. Brand Story

8. Conclusion

CHIVAS REGAL ABOUT

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About

A blended scotch and whisky brand

The Brand calls itself to be a

started by the Chivas Brothers in 1801.

gentlemans liquor. It stands out as a

Owned by Perno Ricard.

luxury whishkey brand with a certain

It is the leader of the market for over 12

style and class. Its a Legacy. Each

years now in Europe and Asia Pacific.

bottle has a lot of craftmanship put

It is generally preffered in India, also

into it. Blended is the way of life!

because India is a land of brown liquor.

Live with Chivalry!

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CHIVAS REGAL HISTORY

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History How it started?

A Grocery Store in 13 King Street,

achive a smoother spirit than the harsh

Aberdeen, in 1801. That is how it

single malts at all time.

started. The store sold luxury food

In 1909, the first luxury whisky,

items to the wealthy clientele. James

Chivas Regal blended Scotch whisky.

and John Chivas were the founders

Launched as a 25 year old whisky to

of The Chivas Brothers. They recived

the New York Elite. It was the First

multiple Royal Warrents for the quality

Whiskey to be aged for a quarter of a

of thier fine food.

century. The prohibiton silenced Chivas

In the early 1900s James Pionered the

Regal. Now its revied as 12 year old

blending of aged whiskeys in order to

whisky as we know it today.

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History The Story

The Chivas brothers grew up on a

Brothers. This distellery is home to

remote scottish farm. Realising thier

Chivas Regal. The perfect place to

desier to make a difference demands

create a story, to create history.

them to move. That is when they found

The firm’s first blended Scotch whisky,

themsleves at Aberdeen. A city that

Royal Glen Dee, was launched,

perfectly matches thier ambition.

followed in the 1860s by a second

Strathisla distillery is the oldest

proprietary blended Scotch whisky,

operating distillery in the Scottish

Royal Strathythan.

Highlands. Owned by the Chivas

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History The Distellery

Cellar From the cellar beneath their emporium, the brothers began a tradition of ageing whiskies in casks.

Distellery The picture on the right is Strathisla distillery is where the worlds first blended whisky and scotch was made.

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CHIVAS FAMILY THE COLLECTION

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Chivas Family The Collection

The whisky inside every bottle of Chivas has a unique story to tell.

As They say Blended is better, in life and in Scotch. “To build an unforgettable, spellbinding symphony, you must first understand how to combine flavours�

- Colin Scott

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Chivas Family The Collection

1

Chivas 12

2

Chivas 18

3

Chivas XV

4

Chivas 25

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Chivas Extra

1. This whisky is rich and smooth, a

2. An incredible blend of 85 flavour

3. This whisky is for all the celebration

4. The First Luxury whisky in the world

5. This scotch whisky is a blend of rare

blend of many different malts and

notes in every drop. The whisky is

moments. Chivas XV is a 15 year old

Chivas 25 has an extinctively fruity

whiskies aged in sherry casks from

grain scotch whiskies, this is matured

perfectly velvety, with hints of dark

scotch whiskey with a fruity, refined,

blend. It has been a New york High

the oloroso sherry bodegas. Born with

for 12 years. It delivers luxurious honey,

chocolate and multi-layered aromas of

velvety taste which is deliciously

society regular since 1909. The Malts

painstaking craft. Best served with a

vanilla and ripe apple notes.

dried fruit and buttery toffee.

sweet.

selected from five speyside distelleries.

little extra company.

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Chivas Family The Collection

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Chivas Ultis

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Chivas Mizunara

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Chivas Brother’s Blend

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The Pinnacle

6. In honour of thefive illustrious

7. Finished in Japanese Mizunara oak

8. This is a 12-year old blend, created

9. Chivas Icon is a blend of the rarest

master blenders this whiskey was

casks. Chivas Mizunara is a mix of

as a tribute to the blending style of

whiskies, some from ‘ghost distilleries’.

made. Five precious single malts in

Scottish craft and Japanese tradition.

John and James Chivas. It includes

It is the heritage of Chivas made in rare

every drop. Ultis is the first blended

The rare oak gives gentle aromatic

higher proportions of Strathisla and

malts, blended together and matured

malt of Chivas.

flavour.

Longmorn Single Malts.

in casks to craft a timeless icon.

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Chivas Family Market Pricing

1

Chivas 12

2

Chivas 18

3

Chivas XV

4

Chivas 25

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Chivas Extra

1. Price : Rs3,381 (average price)

2. Price : Rs7,128 (average price)

3. Price : Rs 3376.71 (average price)

4. Price : Rs Rs4,112

5. Price : Rs Rs4,112

Crosslined to JW Black Lable.

Crosslined to JW Platinum

+5 - 10% premium to JW Gold

(average price)

(average price)

+5 - 10% premium to JW Gold

+5 - 10% premium of JW Double Black

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Chivas Family Market Pricing

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Chivas Ultis

6. Price : Rs 11,370 (average price) Crosslined to JW Blue Lable.

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Chivas Mizunara

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Chivas Brother’s Blend

7. Price : Rs 3445.62 (average price)

8. Exclusive, created as a tribute to the

Limited Edition

founders.

Exclusive Edition

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The Pinnacle

9. Price : Rs 1,98,881.47 (average price) Exclusive!

PRODUCT ESSENCE CHIVAS FAMILY

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Chivas 12 Product Essence

1. Chivas 12 Promotes unity and

Fresh, Regular, Everyday Drink

Intricate Designing - Craftmanship

Approachable and use of matt finishes

Collaboration : Sponsor of Manchester United

brotherhood, which is shown in its campigns 2. It is always glorified and first of its kind. It has a Day Vibe. A Regular Drink 3. The colors seen around it are red and browns.

4.Sponsor of The Manchester United team.

5. The bottle has craftmanship on the inside and on the outside as well, it is luxurious and generous.

Promoting Botherhood

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Chivas 18 Product Essence

The Portayal of Ingredients

Packaging

Luxurious Packaging.

Potryal of the Craftmanship Campaign

1. The rich night blue color of the Chivas 18 Blue Signature bottle represents hope, success, and growth.

2. They use Dramatic Lighting. Mostly neon and in a Dark Ambience.

3. The Whisky has a very warm flavour, and all its branding and campigns are in the shades of blue complementing it 4. The brand sponsors events such as the Alchmey.

5. Somethings cant be Simplified.

Photoshoot Potraying the Royalness Alchmey ActivationInstallation:Sense Sight Photoshoots

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Neon Lighting in dark ambience Bar Zone

Chivas XV Product Essence

Collaboration with Carnival Collaboration

Representaion of wildness and luxuy Packaging

Use of Glossy and Gold materials.

P.o.s

1. A brand that celebrates celebration.

2. Is wild, yet sazzy. moment of happiness and vividness of a lifetime 3. The activations or events all show glamour and Bling materials.

4. It is selectively represented in gold as a reflection of luxury and moment of celebration from Chivas XV. 5. The packaging designed in gold is to stand out in the night. To kick things off.

Bling Product Glorifier P.o.s

Vivid Celebration : Launch Activation

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Celebration, Bling, Glamour Event

Chivas 25 Product Essence

Promotion of Craftmenship

Royal combination of Reds and Blacks

Formal Enviroment

Details Crafted into the bottle

1. Craftmenship and detail in put into the bottle. Its an Exclusive Drink.

2. Chivas 25 is a Legend, even looks like it. For Legend Occasions.

3.It is the oldest whisky of Chivas. Uses a heritage look and intricate Design.

4. It is always seen in the royal combination of red and blacks and in a formal enviroment.

5. It is a classy, royal and heritage.

Showcase of a Legend

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Chivas Extra Product Essence

Rich in taste and maroon dominating color

Photoshoot showing: Strong, Masculin

Larger and Stronger Elements

Promoting the Extra Factor

1. Extra passion, Extra company, Extra tasty. This is thier ESP. 2. Uses larger and stronger elements showing Masculin enviroment.

3. It is always seen around a deep red color, which gives it a extra look.

4. It is for the people who are looking for something extra. Keep it Strong.

Esp : Extra

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Chivas Ultis Product Essence

Exclusive

Strong and Bold Lines

Use of roman number 5 in design

Luxurious and Shiny Packaging.

1. It is an essence of the five master blenders of Chivas. Ultimate Drink.

2. The displays are inspired by the roman number 5.

3. An exclusive product, seen with gold around it. Creates Chic Enviroment.

4. Created as an hounor to the craftsmen.

The Ultimate Drink

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Chivas Mizunara Product Essence

Travel Edition

P.O.S

Glorifier of the Product

Artwork

Japanese oak tree

1. Travel edition 2. All the campigns are inspired from the mizunara oak tree, and the japanese culture.

3. Soft, Japanese infused design.

4. The photoshoots, Displays and Campaigns also emphasise on the japanese culture and influence.

Japanese Infusion Advertisement

PhotoshootUse of Japanse Culture

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Japanese style of Painting Photoshoot

Brothers Blend Product Essence

Use of Purple - Royal Color

Master Blender: Colin Scott

Ultra Smooth and Luxurious

Dominace of the color purple

1. It is a tribute to the famously smooth blending style of John and James Chivas. The tribute can be seen on the bottle packaging.

2. Purple is the universal color of royalness, this edition of Chivas is the royal one.

3. The brand has held few events since its launch, like the exclusive tasting event held for the media.

Tribute by giving Details

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The Pinnacle (Icon) Product Essence

Special Packaging : Luxurious

Master Blender: Colin Scott

Packaging that shows Richness

Exceptional Richness and Glorifying

1. Limited edition 2. The most exclusive product of Chivas Regal.

3. Hand selected and brought together for their exceptional richness, which shows in its packaging.

4. It is often used as a gift to give to icons in the industry.

Exclusive Product

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BRAND STUDY CHIVAS REGAL

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Brand Essence Brand Study

Keywords Chivas Blended Scotch and whisky, a gentalmans brand. It stands for inclusiveness, brotherhood and unity.

It belives and honors craftmenship.

Doesnt fear complexity. The brand in totality is Luxurious and Generous.

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Exclusive Crafted Luxury Blended Style Heritage Classy

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Smooth Richer Quintessential Generous Hounerd Successful Dominating

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Global Precence Brand Study

Chivas Regal is sold in more than 150

Operating countries

countries across Europe, Asia Pacific

Argentina, Australia, Bulgaria, Chile,

and the Americas. These are the main

Spain, Greece, Gulf, Columbia,

markets for Chivas Regal.

Deutschland(Germany), Japan, Mexico,

1. China

New Zealand, Nigeria, Peru, Philippines,

2. USA

Poland, Portugal, Russia, Singapore,

3. Middle East and N. Africa

South Africa, Turkey, United kingdom,

4. Gulf

Uruguay, Venezuela, Ukraine 12

5. Australia

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Brand Study SWOT

Strenghts

Weakness

1. Global presence.

1. Brand protection is costly as many

2. Chivas Regal whiskies are blended

fake products with its name affects

in a distinctive house style of a mellow,

sales and brands

honeyed flavour. This gives it a unique

2. Competition from other premium

taste.

brands mean limited market share.

3. Bottle recognition & different

3. No global uniformity in the

dispensing instruments.

marketing precence that it creates.

Opportunity

4. Sponsorships- It sponsored many music concerts, lifestyle event in Asia & many more 5. Excellent advertising and top of the mind brand recall

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Threats

1. The global distribution network &

1. Certain advertising campaigns such

the rich experience of operating since

as “Annual bonus: Having more friends

years should help the brand to expand

than you had last year� have received

in more countries.

criticism from people resulting in

2. Chivas Regal whiskies have

lawsuits being filed against the

performed well at international Spirit

company.

ratings competitions. Its 3 varients

2. Competitors are increasing their

namely Chivas Regal 12 Year Old,

market share in the market.

18 Year Old & 25 Year Old have

3. There is a constant threat of

individually won many accolades

dummy/fake brands in the market

individually. This has improved the

which are exploiting the brand name

brand image.

to increase their sales.

Who is the consumer ?

Then

Now

Brand Study

1. Consumers range from the age of 30 - 55 years and are in a ratio of 70 : 30 mens vs women.

2. Chivas customers belong to the upper middle class, the upper class and the elite part of the society.

3. The consumer give an air of maturity and sophistication, reflects confidence and prestige.

4. They are diverse, dynamic, have a unique taste for class and luxury.

Consumer is exclusive.

5. The consumer is successful and likes thier whisky blended.

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Design Inspiration Art Deco

1. The designs and patterns for Chivas is inspired from the styles of architecture Art Deco.

2. Art deco patterns can be seen used all over chivas design.

3. The style and the essence that Chivas hold go well together. For example both demand and hounor craftmanship

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Visual Identity Brand Study

warm & bold confident smart value-driven authoritative

warm contemporary exclusive confident successful

Colors

Imagery

Typography

Voice and Tone

Personality

Deep browns and amber shades, with a hint of the promoting collection.

Product driven, shows interraction, promotes unity, successful look.

Bold, Direct, uniform use of type and quite impactful.

a clear, confident & direct voice with a friendly and honest and value driven tone

warm, classy and stylish, confident and smart, masculine

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Associated People Brand Study

Custodian Master Blender : Colin Scott Colin Scott became Master Blender in 1989. Chivas Regal 18 is his signature drink. He has dedicated his life to scotch like his father and grandfathers.

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Rajan Virdee Ambassador for Chivas Regal based in Gurugoan, India.

Declan Patrick McCrossan Ambassador Based in Bangalore

MARKETING TOOLS MARKET DISPLAYS

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Marketing Tools Key Tools

1. P.O.S Point of Sale Display. Displayed in malls, liqour shops and duty free areas.

2. Bar Counters.

Generally the Chivas has its own bar serving only Chivas.

3. Activations These are events and shows held by Chivas to promote products.

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4. Chivas pop ups show that these are strange times in the world of blended whisky.

5. Campaigns These have a concept and a way to advertise what Chivas stands for.

Market Tools Other Tools

Merchandising

Photo-Shoots

Brand Iconography

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Limited editions

Collaborations

Point of Sale Display Marketing Tools

Free Standing Display

Glorifiers

Serving Tray

Glorifiers

1. Generally displayed category specific.

2. Follows symmetry, and has a glossy polished finish.

3. The common key factor is the gold infusion, use of bold strokes.

4. Generally the point of sale displays have back lighting to give more emphasis to the product.

Airport Unit

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Pop - ups Marketing Tools

Mall Area

1. The products are always displayed according to category.

2. Stocking of the products is generally high.

3. The pop-ups generally have a seating space as well.

4. Over imposing of branding throughtout the space.

In Shoreditch

Event Pop-Up

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Duty Free Zone

Bar Counters Marketing Tools

Chivas Zone

Geometric pattern play

Sofistcated lounge design

Art Deco Inspiration

Warm and Welcoming

Dramatic Lighting

1. Dramatic Lighting is see to be present in any kind of bar area.

2. The bar space generally have a dark yet warm ambience to bring more comfort in the space 3. The brand essence is infused deeply 4. There is a lot of use of bold, and geometric patterns.

5.There is a use of gold and shiny surfaces to show premiumness

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Campaigns Marketing Tools

Live with Chivalry

#barstraws

Win It the Right way

Duty Free Zone

1. The campaings generally glorifies the product.

2. Promotes unity, brings people together.

3. Have a social cause.

4. Stands out and highlights the exclusiveness for the product.

5. Have a fixed set of audience that they target.

#mychivas

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Events Marketing Tools

CHIVAS FIGHT CLUB

CHIVAS X MAN UTD

What are you fighting for?

World two most prestigious brands

A team initiative of Chivas and GCC.

become one. Chivas Regal is a blend

Club holds boxing events and classes.

of the rich, generous and silky smooth

“When there’s a young guy that comes

scotch whisky, the superstars of

in,Gennady will impart his knowledge

Manchester United.

CHIVAS FIGHT CLUB

CHIVAS X MAN UTD

Ben - Assistant Trainer

Superstars of Manchester United

and his experience.”

- Tom - Promoter

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ACTIVATIONS MARKETING TOOLS

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Activations Marketing tools

Hosted for Wholesalers

1. All the activations are generally collabotrative in nature.

2. The lightings are very dramatic and engergetic.

3. There are a lots of events happening under activations, such as the alchemy, Chivas Studio and Chivas icon 4. The activations are very interactive.

Chivas Alchemy

Hosted for Wholesalers

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XV Launch

Chivas Alchemy Activations

2017

Installation by Gauri Khan - Sight 2018

2019

As an ode to multi layered blend of Chivas 18 senses with its unique craftmanship and distinct 85 flavours note story. For the third year in a row, it has joined hands with five illustrious virtuosos from the fashion, art and design world to play host to an evening.

Luxury Aficionados Every year a team of handpicked Luxury aficionados to play host to the city’s discerning elite, the multi-sensorial experience captivated everyone with its magnificence. It has been happening from the past 3 years. The above pictures are of these Aficionados that participated.

Installation by Sudarshan Shetty - Love

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Alchemy 2019 Activations

The Sixth Sense The sixth sense (20192) is transient and imperceptible. It’s like a sleight of hand, something in the air, the eureka moment, inspiration out of the blue—something extrasensory. Amongst the many sixth senses that connect to Chivas 18, the event explored masterpieces of craftsmanship.

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Alchemy 2019 The Sixth Sense

Manish Malhotra (intutions) paints a mirage of visions with mirrors and reflections that is fleeting, diffused, spontaneous, and yet startling in clarity.

Rahul Mishra (memory) creates a chandelier of memories in a play of light and shadows that blend the layers of time with the ingredients found inside Chivas 18.

Malaika Arora (Fantasy) creates an immersive, honeycombed kaleidoscopic world of the real and imagined, using the drop full of 85 notes as the muse.

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Siddharth Kasliwal (déjà vu,) revives the lost art of craftsmanship and lost legacies through a bejewelled masterpiece.

Sudarshan Shetty (Love) Decoding the labour of love, creates a mosaic of love, loss, mortality and in­finity, using voices, ragas, video and installation art.

Chivas Icon Activations

Limited edition Sale

Honoured Dev Patel

The Icon - Colin Scott

Lounge Area

The Chivas Icons was created to recognise and celebrate individuals who not only make a difference themselves but also inspire others to Win The Right Way.

The Icon 50th Anniversary Edition

The Icon 50th Anniversary Limited

One of these bottles was sold at sotheby’s for 20 lakhs. The highest selling price.

Blended to celebrate the famous Manchester United cup victory in Europe in 1968. The Icon 50th anniversary Limited edition whiky is the oldest chivas blend ever created.. Most luxurious and rarest whiskies.

Edition for Manchester United.

Chivas recognised awarding-winning actor Dev Patel, for his work with the #LionHeart campaign at a VIP evening introduced by Esquire.

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Collaborations

Sponsorships.

Chivas Studio Activation

Campaign 1.Chivas Studio Creates experential evening for a young and tasteful audience,which reflects the attributes of Chivas.

2. The event is an amalgamation of young talent and creativity.

3. Its all about art, installation, music and cinema.

4. It is also the sponsor of events like fashion shows and music concerts and gigs, Anything related to art,

Fashion show

design,cinema or music.

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Music Gigs

Lotus Fashion Show Chivas Studio

Chivas studio was also a sponsor to the lotus fashion show. It goes with the belive of Chivas Studio to promote art and design. Designers like Namrata Joshpura, Samant Chauhan displayed thier collection Lotus Make-up India Fashion Week SS’19.. This event was curated by the Pearl School of Design.

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GQ Wedding Collective Chivas Studio

Chivas studio associated with GQ to sposor the first ever GQ Wedding Collective to be held at DLF Emporio.

The Event was about instore styling sessions, it had Fashion masterclasses, and leading meanswear designers like Giorgio Armani. All were brought under one roof for talks, seminars.

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Bazzar Chivas Studio

Showcase in India.

Chivas Studio also sponsored a Magical evening of a cirucus show held in India. A circus group called cirquedusoleil. They Performed and entertained the audience. Another successful magical evening by Chivas Studio.

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The Blend Chivas Studio

BLENDED IS BETTER. The blend is a experience tour created by Chivas Regal. It is a guided tasting session in thier blending lab.

Chivas Regal is bringing back, a new space where you can delve into the fascinating world of whisky and take part in an ‘Art of Blending’ experience.

Different Bars Across offer these tasting sessions.

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DESIGN ELEMENTS MATERIAL BOARD AND COLORS

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Material Board Primary

GOLD Powder Coated/ Brushed steal, metal or alluminum.

- Used in Logo, Branding and Patterns made in the structure.

DarkWood Inspired by the casks, in which the whisky is aged.

Darkwood is a contemporary material that provides a tactile experience.

Art Deco Art deco is is style of architecture which has a similar language to Chivas and is used in its designs as patterns, structures, and material finishes

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Intricate Mesh Mesh shows intricacy and detail which are things the brand stands for.

The mesh is used in dividers, backgrounds.

Arcylic (mostly black) Arcylic is glossy, an gives a preimum look. Adds to a classy design.

Used in signages and trade assets.

Material Board Secondary

Suede and Leather

Printed Vynl

Colored acrylic

Earthen Material

Dramatic Lighting

These are premium fabrics generally used in upholstory, the color varies as per the collection or design.

Generally used as backdrop patterns and for advertisments, posters and banners.

The color of the collection rules the design.

Chivas is a 150 year old brand and has a wide history.

It is generally used in the enviroment designs.

Light brings more attention to the product and glorifies the unit as a whole. Lighting is an intricate part of design.

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Color Board

Primary

Secondary

Gold

Black

Silver

Maroon

Deep Blue

Tourquise

Purple

This is the Standard color used by Chivas Regal.

Shows Luxury

The second Standard color, keeps it Simple yet Classy.

Keeps it Sophisticated.

Secondary color generally seen in packaging, shows heritage and royalness

A Color specific to the collection, products like chivas regal 12, and extra.

Mostly used for Chivas 18, It represents success and growth. Royal.

Used only for the japanese edition of chivas, gives a rich,soft,smooth feeling.

Used for the Chivas brothers blend, to show uniqueness, royalty, as the product.

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MARKET STUDY INTERNATIONAL AND NATIONAL

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International Market Overall

1. Taking the brand to the next level with complete Chivas ambience 2. The brand is experimental, bold and unafraid in it’s approach to represent the brand.

3. The brand captures the essence and taste of its customers well and hosts experiences which speak well with the audience

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National Market Overall

1. The Indian market is not very old for Chivas, its still setting its hands on the exact essence of Chivas as a whole.

2.The market is experimenting and we can see a lot of influence of stories on the design. The designs are fill of personality and stories to show.

3. There is a huge scope that still needs to be explored by the Indian market.

4. Chivas comes with a lot of diversities and opportunities.

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Marketing Tools International Market

Product Displays

1. Unique style of designing.

2. Major play of lights, creating suspense, magic and interest.

3. The overall look and feel of the presence of Chivas in the international market is that they try doing new things and experimental things.

XV Launch Event

Chivas Fight Club

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Bar Zones

Marketing Tools National Market

Bar Areas

1. A lot of play with grinds and surfaces.

2. Use of Glossy materials to bring out the luxury of the brand.

3. The overall look and feel of the presence of Chivas in the National market is that they do things and experimental Designs.

Counter for Chivas 18

On trade presence

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XV Lounge

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THANK YOU FOR READING!

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