Pernod Ricard taps Tombras to spur US growth for Chivas Regal

• Pernod Ricard brand Chivas Regal has named independent agency Tombras its creative agency of record for the U.S. market, the spirits marketer said in a press release.
• Tombras prevailed over other agencies during the review process due to its strategic creativity, digital content development and in-store activation strengths. The agency’s first work for the brand is expected in early 2023. 
• Chivas reports it has seen strong growth in global markets in the past year but acknowledges that growing its U.S. business requires a dedicated approach.

Chivas Regal recently launched a global campaign, “I Rise, We Rise,” which looks to attract younger consumers through celebrity endorsements and pop-up events. The campaign features musicians (such as Blackpink’s Lisa)  and other influencers speaking about authenticity has led to their successes. The brand reports that effort has spurred its growth in global markets, but notes that the U.S. is a different nut to crack.

Tombras, which is already on Pernod Ricard’s roster, working on its American Whiskey Collective (Jefferson’s, Smooth Ambler, Rabbit Hole and TX Whiskey), will look to help Chivas Regal evolve its messaging in the U.S. and help the legacy brand drive interest in a new generation of consumers,  per Tombras President Dooley Tombras, in a statement.

As part of the new expanded role with Pernod Ricard, Tombras will now take on shopper marketing duties for Chivas and American Whiskey Collective.

The move comes as whiskey is seeing a resurgence of interest around the world as Millennials’ palettes mature. Indeed, the aged liquor market is expected to grow by more than 37%, to $109 billion in sales by 2025. 

Amid the wave of renewed interest in whiskey, a number of legacy brands have been seeking ways to connect with younger consumers as new Instagram-savvy competitors enter the space. Marketing is likely to play a key role as brands compete for their piece of a growing category. Recent examples include Glenlivet trying to break down stereotypes online and Jameson taking over a keyword on Pinterest for a new flavor.