What do Chivas — the holy grail of scotch — and LISA — one of the world’s most influential K-Pop musicians — have in common? Apparently, enough for the Speyside distillery to engage her as its first female face of the brand in Asia. Far from a commercial cash out, it would be to consider the messaging of both brands (LISA herself has reached Madonna levels with her singular moniker) and how they align. Both are committed to the now as they are not afraid to draw on the heritage of the past to propel them forward, and coincidentally in some kind of cosmic coincidence, the Chivas 18 made its debut in 1997, which was LISA’s birthyear too.
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