K-pop star LISA slips into new role as Chivas Regal’s ambassador for the hustle generation

Success is a blend, and no other Scotch whisky knows this better than Chivas, which counts five generations of mastery in whisky blending. Its smooth, rich and exceptional Chivas Regal expressions bring together the best malt and grain whiskies to create something truly extraordinary.

Yet, as the brand continues to build on its heritage and expertise, it knows one thing for sure—that nothing stays the same in this fast-moving world. That’s why Chivas has been turning up the notch when it comes to supporting the new generation in reaching for their dreams.

Cue: LISA, full name Lalisa Manoban.  She has always been a whisky fan, it turns out. But more than that, the K-pop megastar’s personal story of success and hustle is one that fans can resonate with. From leaving her hometown of Bangkok to getting into one of the world’s biggest K-pop bands, and now topping charts in her solo career, her own tale is one of elevation through hard work and determination—a perfectly relatable hustle.

Chivas Global Marketing Director, Nick Blacknell reveals, “Our extensive research showed that luxury is changing. The new ‘face’ of luxe is the young, status-conscious consumer that prefers powerhouse brands which are confident and established—this is the hustle generation. Those that belong to this demographic are social media natives; they work hard, documenting their high-end lifestyles online and in turn, create new fans amongst their engaged audiences. LISA’s story blends success and hustle, fully embodying this ethos, making her the perfect ambassador for Chivas and this new generation of Scotch drinkers.”

The collaboration with LISA marks the first female face in Asia for the whisky brand, which launches on 14 March with “Chivas Regal x Lisa: I Rise, We Rise”. The television ad features LISA filmed in Seoul, enjoying a Chivas Highball and encouraging viewers to make success on their own terms. Live events, activations and exclusive drops will take place over the rest of the year, to explore and deepen these links.

Blacknell knows that this alignment hinges on shared values and the positioning of the spirit of Chivas. He expounds, “Social media has introduced a new, broader audience to the wonder of whisky—‘flex’ consumers with a hustle-first ethos that seek out upmarket brands to align themselves with. Chivas has long held a reputation for being an upmarket brand with heritage and confidence, meaning it makes sense for us to speak to this new audience.”

The new ‘face’ of luxe is the young, status-conscious consumer that prefers powerhouse brands which are confident and established – this is the hustle generation

It helps that the Chivas portfolio offers a broad range of options in both taste and experience, with each bottle possessing the signature smooth and fruity style loved around the world. A bold redesign in 2021 has seen the flagship Chivas 12 bottle take on a taller, prouder silhouette while still retaining its recognisable rounded shoulders. “This really is a whisky with its heart in Speyside, Scotland! Whether you are new to Scotch or have enjoyed it for years, we’ll have something that you will enjoy,” Blacknell suggests. For those who are new to Scotch, try it LISA’s way—in a highball glass with Chivas, soda and ice.

There are more collaborations in the works, not just in the world of music. Chivas recently joined forces with fashion house Balmain for an exclusive Balmain x Chivas XV collection featuring two limited-edition bottle designs encapsulating Chivas Regal’s 15 Year Old finished in French Cognac. Olivier Rousteing’s bold vision was audaciously on display through logo interpreted with metallic chains and feathers. More disruptions are in the pipeline, so watch this space!

To find out more about the partnership with LISA, and be first to see exclusive content drops, click here 

Channel LISA’s style to dress for the occasion