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New Blood Entry — Genderless Chivas

Award: Wood Pencil

Chivas Regal / 2022

Since before the 20th century, whiskey became an elegant and conservative drink for the gentleman. It's common that just by thinking about whisky, the conservative and obsolete gentleman sitting in an armchair near a lit fireplace with a lighted cigar and a glass of whiskey comes to mind. To be considered a man’s drink is an outdated stereotype, but still remains in our minds due to cultural matters such as cinema or advertising, that have reinforced those pre-established gender roles associated with whiskey.
Until now....
Chivas knows that these perceptions no longer have a place in our society, where future generations don’t believe in gender, labels or norms and look for entities that support them. The future is genderless and is whisky. That's why we present Chivas without gender.

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