Royal Salute whisky to create experiential secret garden at Coronation Cup

Pernod Ricard whisky brand Royal Salute is to create an experiential secret garden and picnic area for VIPs at the Coronation Cup polo in July, as part of its title sponsorship deal.

Royal Salute whisky to create experiential secret garden at Coronation Cup
Royal Salute whisky to create experiential secret garden at Coronation Cup

Royal Salute will create an open-air experience that will be an "artistic and philosophical reinterpretation of a quintessential British picnic" at the Coronotion Cup 2015, which takes place at Guards Polo Club, Windsor Great Park, on 25 July.

The Scotch whisky brand, which was launched on 2 June 1953 by Chivas Brothers in tribute to Queen Elizabeth II on the day of her coronation, is looking to partner with an acclaimed gardener to create the garden using flowers that were used for the Queen’s coronation.

While details of the garden and picnic area are still to be confirmed, Annabel Keech, international marketing manager of Royal Salute, told Event the area will host 50 VIP guests who will be taken on a journey through the whisky’s heritage and its brand values.

There will also be a Neolithic Bar made of 8,000-year-old petrified wood from the sea, which has been designed by Sally Mackereth to represent the whisky’s relationship with time. 

More: Kopparberg cider, Pernod Ricard and agency PS Live share their experiential marketing highlights and discuss the challenges facing the alcohol sector in Sector Insight: Alcohol.

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