In a fast-moving and ever-changing world, brands are constantly evolving the approach they advertise their products to reach their erratic audience. 

For a company like Chivas, identifying a new target means reflecting on its brand values, as it is clear that new generations are more confident, connected and open to change. To reflect on a generation focused on societal issues, Chivas has to take actions which drive the change that people want to see in the world.

In a fast-moving and ever-changing world, brands are constantly evolving the approach they advertise their products to reach their erratic audience. 

For a company like Chivas, identifying a new target means reflecting on its brand values, as it is clear that new generations are more confident, connected and open to change.

To reflect on a generation focused on societal issues, Chivas has to take actions which drive the change that people want to see in the world.

After an in-depth brand purpose investigation, I discovered that Chivas Regal runs “The Venture”, a global competition for social entrepreneurs in which it donates $1 million dollars to fund projects with potential for growth and impact.

Their effort to inspire the new generation of altruistic entrepreneurs has been one of the key elements to developing the challenge set by Chivas.

After an in-depth brand purpose investigation, I discovered that Chivas Regal runs “The Venture”, a global competition for social entrepreneurs in which it donates $1 million dollars to fund projects with potential for growth and impact.

Their effort to inspire the new generation of altruistic entrepreneurs has been one of the key elements to developing the challenge set by Chivas.

Unveiling Chivas Venture, the first prestigious blended malt whisky from the house of Chivas Regal. Crafted with a concrete purpose in mind, this new venture aims to directly support social change in local communities.

Proceeds of each bottle will be donated to The Venture®, their organisation that strives for a better future and works with local cultural leaders around the world to help communities with issues that truly matter.

Unveiling Chivas Venture, the first prestigious blended malt whisky from the house of Chivas Regal. Crafted with a concrete purpose in mind, this new venture aims to directly support social change in local communities.

Proceeds of each bottle will be donated to The Venture®, their organisation that strives for a better future and works with local cultural leaders around the world to help communities with issues that truly matter.