CHIVAS REGAL TO SPONSOR GRAMMY WINNING LATIN ROCK SUPERSTARS ‘LA LEY’ ON...

CHIVAS REGAL TO SPONSOR GRAMMY WINNING LATIN ROCK SUPERSTARS ‘LA LEY’ ON U.S. TOUR

CHIVAS REGAL SCOTCH WHISKY WILL LAUNCH A BRANDING CAMPAIGN AND PROMOTIONAL GRASS-ROOTS EFFORT DURING THE HISPANIC ROCK GROUP’S 20-CITY NATIONAL TOUR STARTING JUNE 25.


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New York City, NY–(HISPANIC PR WIRE)–May 20, 2003–Chivas Regal announced
today its sponsorship of a twenty-city national tour featuring Latin-Grammy-Award-winning
“La Ley”. As a tie-in with the tour, Chivas Regal will launch a major
promotional grass-roots effort.

Chivas Regal USA National Brand Manager Saul Sola said at the time of the tour
sponsorship announcement: “We are very pleased to be presenting this extremely
popular group of gifted Rock en Español musicians as part of Chivas Regal’s
on-going commitment to showcasing the latest and best talents for US Hispanic
consumers.  Since music is an international language, we are certain that,
with this sponsorship, Chivas Regal will reach not only our Hispanic target
but a general market audience as well.”

A long-time pioneer in the sponsorship of Hispanic events at the local and
national levels, Chivas Regal has led the growing trend among major national
brands seeking new Hispanic consumers through grass-roots marketing efforts
on a national scale.  As the exclusive tour-presenting sponsor, the Chivas
Regal presence at the tour will be extensive. 

There will also be booths where consumers can sign up to enter a sweepstakes
for t-shirts, caps and other Chivas Regal premium merchandise, with a guitar
signed by “La Ley” band members as its grand prize. In addition, Chivas
Regal will host several Backstage and VIP parties to be held before and after
each concert date and media representatives will receive a special, limited
edition CD with “La Ley’s” best hits.

On May 27, “La Ley” launches on the Warner Musica Latina label its
eagerly awaited new studio album Libertad (Freedom)—its follow-up to its
internationally acclaimed multi-platinum album MTV Unplugged, which People en
Español magazine proclaimed as the #1 album of 2002.  Libertad represents
an evolving, harder guitar-driven sound, meshed with the band’s lyrical
passion for songs with meaning.

TOUR DATES – Tentative and subject to change

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6/20 & 21      Caguas,
Puerto Rico     Centro de Bellas Artes de Caguas
6/25 & 26      New York, NY            Irving
Plaza
6/27           Boston, MA
             Avalon
Ballroom
6/28           Union City,
NJ          The Park Theater
6/29           Philadelphia,
PA        Theater of Living Arts
7/03           Durham, NC
             The
Edge
7/04           Washington,
DC          Nation
7/05           Indianapolis,
IN        Madame Walker Theater
7/06           Detroit, MI
            St.
Andrews Hall
7/08           Chicago, IL
            Congress
Theatre
7/10           Atlanta, GA
            Coca-Cola
Roxy Theatre
7/11           Miami, FL               Jackie
Gleason Theater
7/13           Tampa, FL             
 Twilight
7/15           New Orleans,
LA         House of Blues
7/17           Houston, TX
            OK Coral
West
7/18           San Antonio,
TX         Planeta
7/19           McAllen, TX
            La Villa
Real
7/20           Dallas, TX
             Venue
TBD
7/23           Las Vegas,
NV           The Joint
7/24           Fresno, CA
             Rainbow
Ballroom
7/25           Santa Barbara,
CA       Santa Barbara Bowl
7/26           San Francisco,
CA       The Fillmore
7/27           Los Angeles,
CA         Greek Theatre

 

Chivas Regal is the most famous of all Scotch whiskies. The Chivas Brothers
pioneered Scotch blending in the 19th century, and Chivas Regal 12 Year old
was the culmination of their expertise. It has a perfectly balanced taste, including
up to 40 different whiskies, and is triple blended to make it the smoothest,
richest Scotch whisky in the world.

Chivas Regal 18 Year old is a glorious complex Scotch, with a deep fruity aroma,
and a more defined smokiness and is the winner of many awards since its release
in 1997.

–30–

Contact:
Sanchez & Levitan
Aïda Shalkow 305-858-9495 ext. 236

 

CHIVAS REGAL TO SPONSOR GRAMMY WINNING LATIN ROCK SUPERSTARS ‘LA LEY’ ON U.S. TOUR