Chivas Regal / Burns Night / Paul Smith / Event - Manchester

Paul Smith

Chivas Regal, the world’s first luxury Scotch whisky announced it is bringing The Blend to Manchester in February 2018. The Blend provided an exclusive whisky education, through a guided tasting and master blending session.

In the run-up to the launch, an exclusive evening in collaboration with Paul Smith was held to mark the annual Scottish holiday of Burns Night. With Burns Night directly associated with haggis, this collaboration provided a modern and fun alternative to the traditional event.

Held at the Paul Smith store in Manchester City centre, the evening allowed invited guests to interact with the latest Paul Smith collection, whilst sampling an array of whisky cocktails and Chivas Melt bagels for The Bagel Shop.

The Chivas Melt Bagel

To coincide with the Chivas Regal x Paul Smith event, We Are Indigo tasked The Bagel Shop owned by former bartender Jon Boy to blend together his two great loves, bagels and mixology.

The Chivas Melt is a modern take on Burns Night, often synonyms with Haggis. Blending together salted beef, pastrami, Swiss cheese and a Chivas Regal peppercorn sauce.

To maximise exposure of Burns Night and Chivas Regal as a whisky brand, We Are Indigo tasked four major social channels to come in early to sample the bagel and create content around it to post ahead of Burns Night.

The Chivas Melt bagel was sold exclusively for one day only on the 25th January - in total it was seen by over 2.5 million people. The Uni Lad Grub Facebook video also achieved viral status on Facebook.

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