All photos by Chivas Regal Singapore
Fresh from recruiting a K-pop sensation, a whiskey brand is now popping bottles alongside an NFT showcase to celebrate its new branding.
Blended Scotch whisky Chivas Regal is hosting a pop-up event now through May 18 in a cozy outdoor space at 150 Tyrwhitt Road to boast the biggest redesign of its Chivas 12 bottle in over a century.
Besides the new look, its counting on the NFT bandwagon and declaring support for female empowerment to lure younger drinkers.
“[W]e are proud to deliver a redesign that speaks the language of a fresh new generation of Scotch Whisky drinkers,” brand manager Joni Na said.
The I Rise, We Rise event is fronted by Blackpink’s Lalisa “Lisa” Manobal, Chivas’ first female ambassador, whose fame has been squeezed dry by every possible commercial venture. Visitors to the event will be confronted by framed photos Lisa posing with the Chivas bottle, a looped welcome video, and another high-budget video of her promoting the brand.
At the entrance, a 4.2-meter totem in the shape of a Chivas bottle houses 200 bottles including a new slimmer model alongside older classic designs. The new bottle comes in packaging that is recyclable and environmentally friendly.
A small, air-conditioned indoor hall displays five NFT works from local artists Aundraj Jude, Jonathan Liu, Kristal Melson, Mojoko and O$P$ (Owe Money Pay Money). Highlights include an augmented reality piece of the brand’s motifs and an audio NFT of an exclusive single featuring Mandarin rapper Zadon. All are for sale on NFT marketplace OpenSea.
There are also panel talks and discussions on all things NFT with experienced minters.
Of course, the pop-up serves Chivas cocktails. To bolster its new branding, it has put the spotlight on female bartenders from three bars. Regal Matters by Sago House’s Desiree Jane is made with Coconut-washed Chivas 12, pineapple syrup, mandarin liqueur, Amaro Montenegro, lemon, and Aer. Cindy by Junior The Pocket Bar’s Hazel Long features Genmaicha Chivas 12, rich honey, lemon juice, soda, and a lemon twist. Stone Fence by No Sleep Club’s Juan Yijun is made with Pickled Jalapeno-infused Chivas 13 Rye Cask, charcoal agave, apple juice, cider, and plum.
All are priced S$18.
Admission is free and celebrants get a free drink upon registering.
‘I Rise, We Rise’
150 Tyrwhitt Road
Open noon to 10pm daily
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