Chivas Brothers retains Grass Roots

Following a two-way pitch, Grass Roots Meetings & Events will deliver two events in Scotland for around 1,600 employees for Chivas Brothers.

The Glenlivet Distillery will host a staff event for the Chivas Brothers, organised by Grass Roots
The Glenlivet Distillery will host a staff event for the Chivas Brothers, organised by Grass Roots

The first event for 400 distillery staff, based on the east coast of Scotland, will be held at the Glenlivet Distillery on 1 October 2013.

The second event for 1,200 staff from Chivas Brothers' global offices and its UK head office in Hammersmith London, will take place at the SECC Glasgow on 3 October. 

Grass Roots has delivered internal communications, conferences and events for Chivas Brothers for five years.

Chivas Brothers produces, exports and markets Scotch whisky and gins including Chivas Regal, Ballantine’s, Beefeater Gin, The Glenlivet and Royal Salute.

Charles Moyle, managing director of the ‘Live’ division of Grass Roots Meetings & Events, worked in partnership with creative producer Nigel Lloyd-Jones, executive producer Elsa Ford and creative director Nick Harvey, to create a new format and content for the show.

Moyle said: "This is a challenging event because we are dealing with a broad audience. There will be international staff who are in charge of amplifying the brand across the world, UK office staff and distillery staff.

"We are huge fans of Chivas Brothers and really value our partnership with them. We’ve created a concept for these events that we are all extremely proud of and we’re eager to now get it executed faultlessly."

Suzanne Roach, internal communications manager for Chivas Brothers, said: "We are delighted to be working with the Grass Roots team again this year. We needed to refresh the format for the event and having partnered with us for the last five years this was a big challenge for Grass Roots. They exceeded our expectations and came up with something fresh and inspirational."

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