All in the blend

All in the blend

Manchester United and Chivas join forces

News | 07 Sep 2018 | Issue 154 | By Rob Allanson

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One of the biggest names in blended whisky has teamed up with arguably one of the most recognisable football clubs in the world to celebrate the power of the blend.

The three-year global collaboration will see Chivas and Manchester United join forces to celebrate their collective belief that blended is better – in life, football and Scotch.

Just as Chivas brings together Scotland’s best malt and grain whiskies to create something extraordinary in the bottle, Manchester United brings together the world’s best footballers, a dedicated club team and a legion of fans all around the world to create extraordinary results on the pitch.

Sandy Hyslop, director of blending at Chivas Brothers, said that the ethos of the new campaign went right to the heart of the company and team’s beliefs.
He said: “Here at Chivas we believe that success is a blend. To put it simply, the blending team and I bring together our expertise, and the best malt and grain whiskies, to create Scotch that is discernibly different, more complex and generous.

"Each individual has their own skills but the way in which they blend together is what makes us a united team."

This blended culture is at the heart of each expression within the portfolio and is what makes Chivas a success.
 Our new partnership with Manchester United Football Club is a perfect celebration of this shared belief that blended is better - in life, football and Scotch. Whether football players or whisky blenders, when we collaborate with our peers we can achieve the greatest success.”

The ambitious partnership was unveiled to fans before the club’s opening match at the start of the new season.
To mark the campaign, Chivas released a film that explores the unique blend of characteristics that make up the Manchester United team. Shot in Los Angeles, the film stars an array of Manchester United first team players revealing an often unseen side to them, showing what defines who they are, both on and off the pitch.

Jean-Christophe Coutures, chairman and CEO at Chivas Brothers, said that throughout the season, Chivas would be collaborating with Manchester United to demonstrate that blended is better, by encouraging fans to celebrate the blend that makes them unique, and showing that when players collaborate with their teammates they can achieve the greatest success.

He commented: “Blending has been in our DNA ever since James and John Chivas pioneered the art in 19th century Scotland. “Partnering with Manchester United was therefore a natural fit; we both firmly believe that great things can be achieved when we come together to create a winning team. We look forward to using our spirit to help showcase the spirit of the Club and its fans all around the world.”

Richard Arnold, group managing director at Manchester United said that in its 140-year heritage, the Club has won 66 trophies, enabling them to develop the world’s leading sports brand and a global community of 659 million followers.
He added: “Manchester United’s history is built on teamwork and we embrace Chivas’ belief that ‘blended is better.’ Our success allows us to bring together the best mix of people who help to make our club the global name it is today.
“Each individual has their own skills but the way in which they blend together is what makes us a united team. It is a pleasure to welcome Chivas as Manchester United’s Global Spirits Partner and we look forward to working together to share this belief with our fans.”
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