Dan Klores to handle Chivas' 200th birthday celebration

NEW YORK: Dan Klores Communications has been chosen to handle all

of the public relations in the United States surrounding the 200th

anniversary of Chivas Brothers.

The company, which is owned by Seagram Wine & Spirits, is the purveyor

of such alcoholic brands as Chivas Regal whiskey, Crown Royal whiskey

and Martell cognac.

Worldwide celebrations of the anniversary are planned, with Dan Klores

managing press relations, media training and other PR functions in the


'We are going to have a big event to celebrate the anniversary in

October,' said Liz Anklow, SVP at Dan Klores. She declined to say

exactly what the celebration would involve, except that it will be

linked with an undisclosed charity.

Anklow refused to disclose the budget for the account, only confirming

that it was 'very healthy.'

Throughout the anniversary drive, Dan Klores will be working to build a

new awareness for Chivas in the United States. 'This brand has been

around for a long time,' she said. 'We are trying to reach a new

audience by getting involved in things this new audience is interested

in and attracted to.'

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