Project Overview

The 2022 D&AD Chivas Regal New Blood Brief challenged creatives to engage younger audiences with the Chivas brand by breaking away from traditional whisky stereotypes.

My solution to the D&AD challenge was the Chivas Regal Barrel-Aged Pilsner, the idea centers on blending the heritage and craftsmanship of whiskey-making with the freshness and accessibility of Pilsner beer. By aging the Pilsner in Chivas Regal whiskey barrels, this concept introduces a unique cross-category experience that brings forward the rich, smokey notes of Scotch whiskey into the lighter, crisp characteristics of a traditional Pilsner

This innovation targets a younger, more adventurous audience, appealing to both whiskey and beer enthusiasts, while also aligning with Chivas Regal’s broader mission of challenging tradition and embracing diversity. The combination of a familiar beer style with the complexity of Chivas’ aged barrels positions this product as a bold yet refined option that bridges the gap between two distinct worlds of alcohol.