Chivas Regal Channels Scottish Roots for Dinner Promotion

As part of a traveling event series to showcase its premium aged whiskeys, Chivas Regal hosted a dinner party with traditional and contemporary Scottish elements.

By Shilpa Gopinath March 11, 2009, 11:07 AM EDT

Chivas's branded projections

Photo: Line 8 Photography

Chivas Regal 25 Dinner
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An intimate group of 60 gathered downtown on Sunday night for a dinner party hosted by Chivas Regal as part of a traveling event series to showcase its premium blend, Chivas Regal 25. The liquor brand is planning similar events in six markets across the country, and L.A. was the fourth stop, after  Houston, Dallas, and Miami. Chivas Regal parent company Pernod Ricard tapped Legacy Marketing Partners to run the event, and turned to Chad Hudson Events for event design. “L.A. is the first market we’ve gone into a completely raw space, into an empty penthouse,” Legacy Marketing Partners’s Elizabeth Baldi said.

To transform the raw penthouse into a space suitable for an elegant dinner, event organizers had to bring in all decor, including carpeting to cover concrete floors, draping to hide exposed kitchens, and a custom bar. Guests walked into a cocktail hour dressed with scattered blossoming white dogwood trees, custom gobos incorporating Chivas Regal branding, and crimson floral arrangements infused with black ostrich feathers.

A live jazz trio played while guests consumed specialty drinks made with different Chivas Regal liquors, and at the end of cocktail hour, a bagpiper led guests to two large curtains that opened to reveal a dining room with a single long table. Black chandeliers, candelabras, and crimson floral centerpieces added to the dramatic look in the dining room.

As diners took their seats, they found an exclusive Chivas Regal kilt pin on each seat cushion as a gift from the brand. The four-course dinner included sweet pea and mint risotto, Scottish smoked salmon, a duo of beef and fish filets, and desserts infused with Chivas Regal. Guests saw presentations during the meal, and exited with gift bags containing items from Tiffany & Company and Burberry.

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