Chivas Regal, the Pernod Ricard premium blended whisky brand, is extending its activation, called "The Blend", to another three cities.
The brand has appointed agency John Doe to help it partner bars across London, Manchester, Glasgow, Leeds and Liverpool to host the experience, which teaches visitors about whisky and how to blend their own bottle.
"The Blend" has been running since 2016 in London and since the beginning of the year in Manchester, where Pernod Ricard has launched an events space. John Doe has been hired for five months to extend this to other cities, as well as build awareness and drive ticket sales.
The experience was developed in-house by Pernod Ricard.
Rick Bennett-Baggs, marketing manager at Pernod Ricard, said: "John Doe has extensive knowledge of the brand and has delivered some exceptional experiential work for other Pernod Ricard brands this year. I’m confident we are in safe hands and that they will continue to deliver the high-standards set in previous years for 'The Blend'."
