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Chivas Regal dons a bespoke Savile Row suit

Following previous fashion designer partnerships with the likes of Vivienne Westwood and Christian Lacroix, Scotch whisky brand Chivas Regal has announced its latest collaboration with the Savile Row Bespoke Association.

The Savile Row Bespoke Association was founded in 2004 with the aim of protecting and developing the art of bespoke tailoring on Savile Row. Today, the Row continues to flourish – the home to more than a dozen bespoke tailoring businesses, employing over 100 working craftsmen that form the centre of a unique community of businesses in London’s West End.

Chivas and Savile Row share many of the same values and skills that place quality and luxury at the heart of every product they craft; the partnership includes bespoke activity across the trade to inspire appreciation for the art and heritage of tailoring, and the importance of style across London.

As part of the partnership, the brand is collaborating with British fashion designer and creative director of bespoke tailors Norton & Sons of Savile Row, Patrick Grant, to launch a premium gift tin for its 12 Year Old Scotch whisky.

The limited edition pack will be available at off-trade outlets (UK only) at Chivas Regal 12 Year Old’s standard RRP of £27.49.  

The tin is inspired by Patrick Grant’s men’s suit designs and supports Chivas Regal’s on-going ‘Made for Gentlemen’ campaign. The design reflects the brand’s partnership with the Savile Row Bespoke Association via a silhouette of the modern gentlemen dressed in a sharp suit, as well as displaying the Chivas crest and brand colours.

Chivas has been at the cutting edge of drinks and cocktail culture throughout the past 100 years, and to celebrate its partnership further with Savile Row, a collection of cocktails inspired by Savile Row’s famous craftsmanship has been created for the on-trade. This new ‘suit’ of drinks is now available for menu feature and includes the Chivas Three Piece, the Slim Lapel and the Cocktail Cuff.   

Vicky Wood, head of marketing at Pernod Ricard UK, comments: “This unique partnership celebrates the synergies between heritage, craftsmanship and style and provides an opportunity for Chivas to work creatively with a like-minded brand. It also allows us to develop tailored serves that truly reflect the partnership and engage consumers through our on-trade partners.

“Furthermore, together with Patrick we have developed a limited edition that highlights the luxury and quality credentials of both Chivas and Savile Row in a way that will enable off-trade retailers to reap the benefits, by offering their customers the chance to own a premium and limited collection product. We have timed the release of the gift tin to ensure that the UK retail trade can maximise sales of Chivas in the run up to Christmas – a crucial time for sales of premium whisky.” 

14 October 2013 - Felicity Murray The Drinks Report, editor