Chivas Regal rounds off year with standout activations in UAE travel retail

Pernod Ricard GTR and Chivas Regal, Team Partner of Scuderia Ferrari HP, are rounding off a successful year of collaborations with a series of major travel retail activations in the Middle East.

The promotions highlight the new look Chivas Regal 18 Year Old, also timed to coincide with the Abu Dhabi Grand Prix, December 5-7, 2025.

At Zayed International Airport, Abu Dhabi in partnership with Abu Dhabi Duty Free, operated by Lagardère Travel Retail, there are interactive installations and exclusive promotions in both Departures and Arrivals throughout December but designed to pique the interest of motorsport fans in particular. A large branded stand, featuring the signature golden luckenbooth emblem, introduces arriving passengers to Chivas Regal’s partnership with Scuderia Ferrari HP with bold optics and immersive storytelling.

Elsewhere, outside of the airport, guests of Pernod Ricard Gulf were treated to a Regal Terrace Experience: a Chivas Regal suite takeover at the Abu Dhabi Grand Prix, bringing the Chivas Regal spirit to life through an elevated track-side hospitality package including specially curated cocktails, entertainment, and a premium vantage point from which to view the race.

At Dubai International Airport, Terminal 3, supported by Dubai Duty Free, Chivas Regal again have prominent positioning in both Departures and Arrivals, this time highlighting both Chivas Regal 18 and the recently launched Chivas Regal Crystalgold. Departing passengers won’t fail to notice the dual Chivas campaigns with their new crystal clear, ultra-smooth spirit being advertised on an array of digital screens throughout the concourse. Visitors to the Departures and Arrivals duty free areas will be greeted by striking installations in the Malt of the Month section, showcasing the Chivas Regal and Scuderia Ferrari HP partnership, with the glittering lure of Chivas Regal Crystalgold on shelf.

Announced last year, the partnership with Scuderia Ferrari HP is built on shared legacies of craft, innovation and luxury, and highlights Chivas Regal’s growing influence in modern sports culture. Chivas Brothers were also delighted to announce Charles Leclerc as Global Brand Ambassador for Chivas Regal in March of this year.

Pierre-Aymeric Du Cray, CEO, Pernod Ricard Middle East, said, “Whisky consumers are increasingly seeking lifestyle-driven experiences and cultural relevance and we know that high-stakes motorsports has a rapidly growing global fanbase, especially among 18–30-year-olds.

“This, combined with high levels of affection for Chivas Regal in IMEA, make this ‘big bang’ dual activation a no brainer for us. Travel retail remains a key touchpoint for premium brand storytelling and conversion and this year there has been none greater than our partnership with Scuderia Ferrari HP.”

Renee Mallia, VP - Marketing from Lagardère Travel Retail UAE, commented, “Whether arriving or departing at Zayed International Airport, passengers won’t be able to miss our standout installations in celebration of the Abu Dhabi Grand Prix and the Chivas Regal x Scuderia Ferrari HP partnership. This activation reflects our shared commitment with Pernod Ricard Gulf to transform the passenger experience through delivering immersive experiences, driving commercial innovation, and setting new benchmarks of excellence.”

Sharon Beecham, Senior Vice President - Purchasing at Dubai Duty Free, added, “On track for a landmark year in travel retail, Dubai Duty Free announced record sales of AED876.56 million (US$240.16 million) in November, with liquor among our top five performing categories and Arrivals sales recording a 14.27% increase. We are confident that this high value partnership between Chivas Regal and Scuderia Ferrari HP will resonate strongly with travelers in the UAE and heighten visibility of the Chivas range, which is already hugely popular here.”

Widely available in global travel retail, the Chivas Regal 18 will be on offer to passengers at Zayed International Airport, Abu Dhabi and Dubai International Airport during the month-long promotion.