Chivas Regal in link with film charity

19 May, 2011

Chivas Regal Scotch whisky has signed a global brand partnership deal with the charity Film Aid International.

The partnership will see the Pernod Ricard-owned brand and Film Aid work together to “educate and inspire communities in need through the power of film”, the company said.

Film Aid is a humanitarian organisation that uses film to help refugees and other communities in need around the globe.

Chivas Regal already has links with the cinema as an official partner of the Festival de Cannes.

Chivas regal brand director James Slack said: “The partnership aligns well with values that Chivas Regal is passionate about: brotherhood, generosity, integrity and a social awareness for the world in which we live.”




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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