Chivas Regal ‘partying with a purpose’ in support of social upliftment

Press Release: 

Glamorous venues, sublime whisky, stellar entertainment and backing a social upliftment initiative - finally, a party afterglow that lasts long after the sun rises and the city streets fill with the ceaseless hum of morning traffic. This may sound like the dream of a secretly self-indulgent socialist, but Chivas Regal 12 Year Old is actually offering sophisticated pleasure-seekers, who have an honest desire to make a difference, the opportunity to Party with A Purpose.

In collaboration with Chivas’ exceptional 12 Year Old scotch whisky, award-winning band The Muffinz, supported by Metro FM’s charismatic DJ Mo Flava, will be performing at the hippest venues in Joburg, Pretoria and Durban from October to December 2015. More than a series of parties, these exclusive events are, most importantly, about supporting a worthy social cause. A portion of the ticket sale proceeds will go towards installing fire detection devices in informal settlements across the nation, to assist in preventing the start and spread of shack fires, saving lives.

The beneficiary of this support is Lumkani Fire Detection, the company that produces these devices. Lumkani was the South African winner of Chivas Regal's inaugural The Venture campaign in 2014. The Venture, now in its second year, seeks to promote, support and fund the most promising and innovative social development start-ups from around the globe.

"While we are proud that Chivas Regal 12 Year Old represents enjoyment, entertainment and elegance, we as an organisation have recognised that Chivas connoisseurs, and consumers in general, expect brands to do more than just sell a product. They want brands to uplift and empower, to do things in new and better ways,” says Chivas South Africa Brand Manager, Mandla Holomisa.

"From the beginning, Chivas Regal has embraced social development. Founding brothers James and John Chivas were committed to using their success to give back and support their community, thus embodying the gentlemanly values of good character, excellent taste and entrepreneurial spirit that the brand endorses today.

Bringing the best of both worlds together, we invite South Africa's high-minded high rollers to join us in partying with a purpose; enjoy a night of smooth music and even smoother whisky, and play your part in effecting real social change."

For more information regarding Lumkani Fire Detector, please go to www.lumkani.co.za

And, if you own a start-up that provides an innovative solution that can change the world, entries for the 2015 instalment of The Venture are open until 15 November. Whether your business focuses on technology, agriculture, healthcare, food or the environment, you are encouraged to go to https://theventure.com to submit an application and stand a chance to win the right way.

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