PAISLEY, SCOTLAND: Chivas Brothers, the Scotch whisky business owned by beverage group Pernod Ricard, has hired London firm Haygarth PR to develop an international PR campaign in its key markets for flagship brand Chivas Regal.
The company sells 3 million cases a year globally. The agency will focus on key markets such as the US, Japan, South Korea, and South America, plus key European markets France, Spain, Portugal, Italy, and Greece.
Chivas' international PR manager Jim Long said that PR "templates" for international markets would be set in the UK. "We have to create PR tool kits for other markets from here in the UK. We want to continue to emphasize the great assets and perceptions of the brand," he said.
The account will be led by Haygarth joint MD Sophie Daranyi, with an initial team of four. The team will develop a template of international ideas and concepts for the brand, as well as a practical tool kit that will be adapted for local markets.