CHIVAS TO PROMOTE

ANTIGUA. Chivas Regal has announced it is the
sole Diamond Sponsor of the 2011 Antigua
Sailing Week (ASW), taking place from 24-29 April.

Increasing its corporate support from Gold to Diamond level sponsor, Chivas Regal confirmed it will maximise its presence at Antigua Sailing Week, by highlighting the shared heritage and premium status of both the event and the brand.

The company has chosen the week-long regatta as a platform to promote its “Live with Chivalry” campaign, which according to brand owner Pernod Ricard, celebrates the deep sense of honour and camaraderie displayed by the competing teams.

“The renowned competition pays tribute to the sport of sailing which reflects the spirit of luxury and shared adventure, making it a perfect partner for our brand,” said Pernod Ricard Americas Travel Retail Vice President Travel Retail Marketing Quique Girones.

“ASW is a great platform to showcase Chivas Regal to an international audience that shares our values. We are proud to be the Diamond Level Sponsor of one of the world’s most prestigious sailing events and we look forward to collaborating with such a grand organisation for years to come.”

As part of the plan to increase awareness at the regatta and maximise exposure of its campaign, the brand is organising numerous brand experiences and whisky tastings. Chivas will also host an array of VIP events including the Captain’s Cocktail, poised to be the highlight of the competition’s exclusive social calendar.

Antigua Sailing Week began more than 40 years ago and takes place every year during the last week of April.

The regatta has achieved international status and has become the preeminent yacht-racing event in the Caribbean. Approximately 200 yachts participate each year, ranging in size from 25ft to more than 100ft. ASW attracts some of the world’s most adventurous racing enthusiasts, featuring state-of-the-art racing and cruising vessels.

“Chivas Regal is a globally recognised brand and having them as our premier Diamond Sponsor adds to Antigua Sailing Week’s acclaim,” said Antigua Sailing Week Chairman Ian Fraser.

“The competition provides an excellent opportunity for its sponsors' companies to create a significant connection with sailing and the people involved in sailing throughout the world.”

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