Chivas Regal and MSN Launch Online Channel

Chivas Regal and MSN Launch Online Channel

The Chivas Life Channel Offers Global Adventures and Uncommon Experiences to Online Viewers

PURCHASE, N.Y., June 25 /PRNewswire/ -- Chivas Regal, the iconic Scotch whisky, today became the first spirits brand to launch an online channel, hosted by MSN.com. This channel was inspired by the "The Chivas Life Ambassadors" search, in which two dynamic, passionate people are sought out, chosen, and paid $200,000 to report on their travels throughout world, in search of the Chivas Life.

"With the vast expertise behind MSN, we've developed original programming that demonstrates a true Chivas Life experience," says Craig Johnson, Brand Director of Chivas Regal at Pernod Ricard USA. "As the first spirits brand to launch an online channel, it is our intention to give the web adventurer tools to seek out and enjoy the moments and experiences that define The Chivas Life."

The Chivas Life Channel (www.thisisthelife.msn.com) will give visitors access to exclusive Chivas Studio concert performances from bands such as Yerba Buena and Kenna. It will also feature webisodes from "The Search for The Chivas Life Ambassadors," hosted by Paola Turbay, star of the upcoming CBS drama Cane.

The series follows candidates through the application process as teams are interviewed in Miami, New York, Chicago, Los Angeles and Dallas. "The Search for The Chivas Life Ambassadors" provides an inside look into the interviews, applicants and job description, culminating in the selection of the pair of Chivas Life Ambassadors from seven finalists in Las Vegas.

The channel will help viewers travel virtually to exotic destinations such as Hungary, Croatia, Egypt, Tanzania, Brazil, Japan and Peru alongside the selected Chivas Life Ambassadors. Whether taking a balloon ride over the Serengeti, snorkeling off the coast of Boracay, or exploring ancient Actun-kan caves, a detailed video travelogue will capture the Chivas Life Ambassadors' extraordinary adventures.

The Chivas Life Channel will also highlight the very best that life has to offer, while illustrating the skills needed to make these incredible experiences a reality. Viewers can watch episodes that feature moments that define an extraordinary life -- from heart-pumping adventures, to sublime comfort. Additionally, episodes offer an international range of experts sharing tips on the art of spinning records, catching the perfect wave, playing the bagpipe, pouring a flawless drink or sailing the open sea. With the click of a mouse, visitors can view a wide range of adventures and perhaps find inspiration to seek them out on their own.

For more information on The Chivas Life Channel, please visit www.thisisthelife.msn.com.

About Chivas Regal

Chivas Regal is imported by Pernod Ricard USA, based in Purchase, N.Y., a leading producer, importer and marketer of prized spirits and wine brands in the United States and one of the fastest growing subsidiaries of the world's #2 spirits company and #4 wine company, Paris, France-based Pernod Ricard, S.A. The completion of Pernod Ricard's acquisition of Allied Domecq in 2005 vaulted Pernod Ricard USA to the forefront of the U.S. spirits market, doubling the company's sales value and market share. The company is now the third largest in the U.S. spirits industry by sales value and the fifth largest by sales volume in the U.S.

About Pernod Ricard USA

Pernod Ricard USA's leading brands include Kailua(R) Liqueur, Chivas Regal(R) Scotch Whisky, Seagram's Extra Dry Gin(R), Malibu(R) flavored Rum, Stolichnaya(R) Vodkas, Jameson(R) Irish Whiskey, The Glenlivet(R) Single Malt Scotch Whisky, Wild Turkey(R) Bourbon, Beefeater(R) Gin, Hiram Walker(TM) Liqueurs and Martell(TM) Cognac, as well as Jacob's Creek(R) and Brancott Estate(R) wines, Perrier Jouet(R)Champagne, Mumm(R) Champagne and Mumm Napa(TM) wines, and Pernod(R) and Ricard(R) Liquors. Enjoy Pernod Ricard's brands responsibly and in moderation.

First Call Analyst:
FCMN Contact:

Source: Pernod Ricard USA

CONTACT: Avril Nunez of The Thomas Collective, +1-212-229-2294,
anunez@ttc-pr.com; or Jessica Aptman of Pernod Ricard USA, +1-212-229-2294,
ext, 111, japtman@ttc-pr.com

Web site:

http://www.thisisthelife.msn.com/
http://www.msn.com/

-------
Profile: intent