How Chivas Regal is using experiential marketing to gain advocates for the brand

Chivas Regal, the Pernod Ricard whisky brand, has revamped its blending experience to educate consumers on the spirit.

The experience in Bethnal Green, London, allows visitors to blend their own, unique whisky while learning about the brand's heritage.

During the 45-minute sessions, a masterblender guides visitors through tasting grain whisky, and single malts before they blend their own to take home.

Pernod Ricard's senior brand manager, Steve Hughes, said that the emphasis of the experience is not on sales, but rather "people understanding Chivas Regal and having an affinity for the brand". 

Kenny Hyslop, head of experiential marketing for Pernod Ricard, added that the blending experience aims to reach 20,000 consumers to become "advocates of the brand".

"The blend" is running until 3 December.