Chivas Regal has partnered premium audio producers LSTN Sound Co. to create a range of whisky and music accessories. The initiative is titled 'Generosity: Amplified' and will raise funds for Starkey Hearning Foundation.
The collaboration includes a line of handcrafted headphones, a custom-design record console and a limited-edition Chivas 12 Year Old gift tin.
The partnership between Chivas and LSTN Sound Co. has seen the creation of a limited-edition gift tin each containing a bottle of Chivas Regal 12 Year Old Scotch whisky. Inspired by sound, and featuring images of deconstructed headphones the gift tin has been designed to create disruptive on-shelf presence with a new square-to-round shape.
Veronique Curulla, marketing director, Crown, says: "We're proud to be involved in the creative partnership between Chivas and LSTN Sound Co. That commitment to excellence and detail is something we strive for every day at Crown, as we try to bring our customer's visions to life. In this case, we developed new tooling to deliver a tin shape that was not only visually appealing, but also added value in terms of supply chain efficiency and shelf stackability."
The use of 100% recyclable metal fulfills Chivas Regal's commitment to sustainability.
The tin has been created by Crown Aerosols and Speciality Packaging Europe. Crown's design team, based in Mansfield UK, used the theme of music as inspiration and an embossing technique to highlight the sensory impression of the tin.
Chivas and LSTN Sound Co. have also created a limited edition run of handcrafted headphones, using elements of upcycled American oak whisky casks and modelled on LSTN Sound Co.’s best-selling ‘troubadour’ shape. Additionally, a custom-designed record console by LSTN Sound Co., Chivas and social entrepreneurs Maderas will go on sale.
Richard Black, Chivas Regal global brand director, adds: “We’re very proud to announce Chivas’ partnership with LSTN Sound Co. We share many of the same beliefs about doing business the right way and look forward to supporting their mission with Starkey Foundation. The creative up-cycling of the American Oak offers a fantastic opportunity to not only create an exciting and stylish new product for the modern gentleman, but truly change lives in the process.”
A percentage of the profit from each pair of 'Generosity: Amplified' headphones and each limited-edition gift tin created will be donated to Starkey Hearing Foundation - a charity that has provided more than 1.8 million hearing aids and care to people in need in the last 30 years. It is estimated that the partnership will give around 15,000 people the gift of hearing.
Bridget Hilton, founder LSTN Sound Co. says: “We couldn't think of a better company to partner with. The ‘Generosity: Amplified’ collaboration encompasses all the values that LSTN and Chivas Regal stand for: fair business practices, premium quality products and altruistic missions. After months of development and production to produce a superior piece of audio, we believe the custom Troubadour headphones made from Chivas whisky casks are an essential accessory for gentlemen around the world.”
The 'Generosity: Amplified' limited edition gift tin is available globally for the RRP $40USD. A limited run of headphones are available to buy from www.lstnsound.co, and to find out more about the partnership between Chivas Regal and LSTN Sound Co., visit www.chivas.com/LSTN.
12 October 2016 - Sam Coyne The Drinks Report, editorial assistant
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