Why Chivas Is Blending Whisky With K-Pop

The Scotch maker wants to widen its appeal to 'a new generation' of drinkers in Asia

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Scotch is big business in Asia and Chivas knows it. Now, the brand is blending the worlds of K-Pop and whisky to appeal to a new generation of drinkers in the region.

Chivas has just signed on Lalisa Manoban (aka Lisa)—who performs with one of K-pop’s biggest girlbands Blackpink—as its latest ambassador and the first woman to front its advertising in Asia.

The brand’s global marketing director, Nick Blacknell, described the partnership as “a natural next step” for the business as it continues to “elevate Chivas to a new generation in Asia.”

In 2021 the spirit maker, which is owned by French group Pernod Ricard, saw its sales jump 20 percent in the market.



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