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Chivas Shows Its Hand

Chivas |Regal is playing with its reputation by combining two of the world’s favourite vices: drinking and gambling.

Over the coming months the brand is hosting a series of poker evenings at exclusive venues across London, giving consumers the chance to discover if they’ve got a Full House or a Royal Flush while savouring a Chivas Regal cocktail. Poker is once again a hugely popular pastime, with high profile players such as Robbie Williams and Ben Affleck adding the celebrity endorsement factor.

Chivas has tapped into the growing trend of poker playing and matched it with a hint of Las Vegas glamour to create Discover Poker with Chivas Regal. The brand has targeted London’s most influential drinking circles to increase awareness among its target audience, the coveted 25 to 49 year-old ABC1 whisky drinker.

Chivas has also entered a six-month media partnership with men’s style bible GQ magazine, which will run three advertorials linking Chivas Regal with poker to help to bring the brand’s new glamorous gambling association to a broader audience.

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