Sacre bleu! Chivas 25yo arrives in Changi

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Martin Moodie
Martin Moodie is the Founder & Chairman of The Moodie Report.


The Moodie BLOG’s epic journey as the official chronicler of the global duty free launch of Chivas Regal 25yo reached its final destination this morning – Singapore Changi Airport.

After a numbing 22-hour journey from New York JFK (site of the Americas launch on Saturday) via Frankfurt, Pernod Ricard Asia Travel Retail boss Alexandre Ricard, together with his trusty sidekicks Patrick Castanier and Gloria Song, reached Changi, along with the first bottle of the new 25yo – and a bleary-eyed Publisher of The Moodie Report. There we were welcomed warmly by members of the DFS team, amidst preparations for the big launch today.

In an hour or so the new, ultra-premium line extension will make its Asian duty free debut, via DFS Group here at Changi – site of so many ‘firsts’ for the retailer.

The second launch party in three days will see Chivas 25yo unveiled in front of an audience of VIPs, CAAS management, DFS Group executives, press and the hard-working Pernod Ricard team. DFS will enjoy a regional duty free exclusive in Asia for an interim period.

As the French and Kiwi (The Moodie Report) contingent stumbled wearily off the plane, each one immediately sought some urgent market intelligence. No, not the Asian duty free price-point of Chivas Regal 25yo, but who would the French and New Zealand teams be playing in the quarter-finals of the Rugby World Cup.

During the course of the flight, Argentina had played Ireland in the final match of the French team’s pool games. If Argentina beat Ireland it meant an All Blacks v France quarter-final – a prospect both sides fear.

A quick check of the respective Blackberries upon landing confirmed the worst. Argentina 30, Ireland 15. “Sacre bleu!” said Alex Ricard. “Sacre noir!”, responded The Moodie Report.

Les Bleus v The All Blacks. How to put a strain on a hitherto thriving friendship between Pernod Ricard and The Moodie Report. Still, it’s nothing that can’t be cured over a fine glass of a certain 25yo Scotch whisky.

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