Chivas Regal Enlists Stylish Celebs, Online Auction to Fete its 200th
by Kenneth Hein, Brandweek
July 16, 2001
High-end scotch maker Chivas Regal will celebrate its 200th birthday this fall with an online charity auction that aims to reach a younger audience. The "Chivas Brothers 200" program, kicking off Sept. 6, will feature 200 of "the world's most wanted items and experiences."Chivas has partnered with eBay to host the event as well as a stable of celebrities and a dozen charities. Items include: Dinner with actor Jeremy Irons, elephant polo in Nepal, ballooning with Virgin CEO Richard Branson, accompanying Arlo Guthrie for a performance at Carnegie Hall and a makeover courtesy of InStyle magazine.