Kavalan in NYC activation

As part of Kavalan’s planned expansion into the US market, images of Kavalan whisky will be projected onto Times Square’s billboards over the next five months.

Times Square – also known as ‘The Crossroads of the World’ – will beam down pictures of award-winning Taiwanese whisky, Kavalan to some 330,000 pedestrians at one of the busiest junctions in the world.

Ranges of the whisky will project onto the Thomson Reuters building at No.3 Times Square across 11 giant electronic billboards.

After gaining much success across the Asia Pacific region – particularly in Hong Kong – Kavalan hopes to make a push on the US market which is particularly fond of Scotch and Japanese whisky brands.

Kavalan founder, YT Lee spoke of his wishes for the US to become a leading market for the brand.

“This is about telling people Kavalan whisky is available in the US. We’re here and we’re in business,” he said.

“Why not try an unusual whisky from Taiwan that has earned top awards, including the ‘World’s Best Single Malt’ and the ‘World’s Best Single Cask Single Malt’ last year and this year?”

The Kavalan Solist Vinho Barrique won World’s Best Single Malt in 2015 and the Solist Amontillado Sherry Single Cask Strength won the same award in 2016 at the World Whiskies Awards.