I Rise, We Rise: CHIVAS 12 celebrates its revamped look

One of the world’s most distinctive whisky brands, Chivas Regal has unveiled a revitalised new design for its flagship bottle in the biggest redesign in its 112-year history. In celebrating Chivas 12’s striking new direction and dedication to attract the next generation of Scotch drinkers, Chivas is marking this milestone with a creative pop-up that brings together NFT artists, culture-driven communities, creators and neo-entrepreneurs leading the new creator economy.

The two-week pop-up experience also known as I Rise, We Rise— will see a creative takeover of the famed coffee bar, Chye Seng Huat Hardware, in the Jalan Besar district from 6-18 May 2022, with a Chivas Pop-up Cocktail Bar on-site. The event highlights includes new NFT art releases, panel talks, digital gamification experiences to be played in real life, DJ and Dance battles, and Chivas whisky tasting sessions and a new Chivas campaign fronted by BLACKPINK’s very own LISA that hopes to inspire the next generation of hustlers who are working tirelessly on their own paths to success.

Standing at 4.2 metres tall, The Chivas Totem is constructed from 200 upcycled Chivas bottles that stays true to the brand’s commitment to having a greener footprint! The new Chivas 12 bottles are sleeker, light and saves more than 1,000 tonnes of glass each year; they now use 100% recyclable and environmentally friendly plastic-free packaging that also uses less energy in the recycling process. Together, these components will help Chivas attain its 2025 target of 100% recyclable, reusable, compostable or bio- based packaging to substantially reduce Chivas’ CO2 emissions in the future.

The neon beacon will illuminate the takeover of 150 Tyrwhitt Road, signalling the rise of a striking new Chivas—blending boldness, modernity and status while showcasing the luxury and distinguished heritage long associated with Chivas Regal. A redesigned crest shines a light on the beating heart of Chivas – the ‘Luckenbooth’, a symbol embodying the brand’s values of ambition, generosity and unapologetic success.

As NFTs begin to rise in prominence amongst youths and artists, I Rise, We Rise shines a spotlight on the artists taking their art to the blockchain via NFT (non-fungible tokens). For those who are interested in looking at or discussing about NFT artworks can kick back with a dram of Chivas and view different art mediums in single and collective visual pieces from MOJOKO and Kristal Melson; a photographic work achieved by printing a negative multiple times from Jonathan Liu; 3D surrealistic augmented reality artwork from Aundraj Jude, and an audio NFT music single release, “不跟流行” (anti-trend), from O$P$, which is accompanied by a separate NFT visual that is a snapshot of the duo’s imagined metaverse. Additionally, there will be two “Proof of Art” panel sessions on the 7th and 14th of May that will give guests a crash course on what NFTs are about and how the state and future of the industry will turn out.

“We have taken a bold yet meticulous approach with all aspects of this redesign, and while our taller, new-look Chivas 12 takes pride of place on-shelf, we are extending the same spirit of boldness to the ‘I Rise, We Rise’ event in Singapore. It brings together creators, artists, and culture communities together in one space while spotlighting NFTs as a ground-breaking new art form, an affirmation of Chivas’ commitment to elevating diverse creative expressions.” said Joni Na, brand manager at Chivas Regal, Pernod Ricard Singapore.

Apart from the NFTs, the event also boasts an open bar with event-exclusive cocktails specially made by all-female guest bartenders: Desiree Jane from Sago House, Hazel Long from Junior The Pocket Bar, Juan Yijun from No Sleep Club, a subtle nod to Singapore’s trailblazing women bartenders, and inspired by LISA’s dynamic lead as Chivas’ new Asia brand ambassador.

‘I Rise, We Rise’ will take place from 6th to 18th May 2022 at 150 Tyrwhitt Road from 12 noon to 10 pm daily with free admission to the public, but entry is strictly restricted to 18 years and above.

Visit https://bit.ly/ChivasxLISA for more information, to view the event line-up, and register for the panel sessions. All attendees will enjoy a complimentary Chivas Highball upon registration.