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.'