Chivalry Goes Digital, Thanks to Chivas!

As Official Partner of the 63rd Festival de Cannes, Chivas Regal Takes Chivalry Online with an Innovative Digital Campaign

LONDON, May 10, 2010 - Chivas Regal, the world's leading premium Scotch whisky, today
announced the launch of a specifically created digital module,
chivaspresscannes.com, which will serve as the international
centre-point for the brand's ambitious 'Live with Chivalry' movement during
the 63rd Cannes International Film Festival. A global media support tool, the
site will be updated regularly throughout the festival and will showcase
concrete examples of the most chivalrous gestures or acts performed by stars,
film directors and VIP guests.

To view the Multimedia News Release, please click:

multivu.prnewswire.com/mnr/prne/chivas/42424/

Led by Chivalry Expert Olivier Bassil, the international
lifestyle authority named by one of the top-five influencers in global luxury
by Forbes magazine, the digital module will include in-depth features and
live reports on celebrities' moments of chivalry in Cannes, as well as
interactive documents, high-resolution photography, Tales of Chivalry, and
live Twitter updates from the festival, highlighting how chivalrous values
are in vogue in Cannes once again.

In its second consecutive year as Official Partner, this
digital campaign is part of brand's mission to highlight a '21st century
chivalry' in Cannes, combating the perception that timeless qualities
associated with the iconic event can be overshadowed by a sense of
materialism. Offering an insider-perspective and compelling anecdotes about
the cinema elite, the 'Live with Chivalry' campaign will be brought to life
through though this dynamic online press module.

In addition to this site, the "Live with Chivalry" digital
campaign will include updates on squa.re, the international luxury
social network, a dedicated Twitter account (www.twitter.com/chivalrycannes)
and a Facebook application apps.facebook.com/livewithchivalry/,
inviting people around the world to join the Chivalry movement by awarding
their most chivalrous friends with a "Chivalry Badge", for a chance to win a
trip for two to the 2011 Cannes Film Festival.

Today, wherever you are, Chivas invites you to join the
digital 'Live with Chivalry' movement and get ready to witness that 'Chivas
is back in Cannes, thanks to Chivas'!

About Chivas Regal:

Chivas Regal is a truly global brand, selling 4.2 million 9L
cases annually in over 200 countries (more than a bottle sold every second) -
its highest ever volume sales. Chivas Regal has achieved a strong global
performance - No 1 in Europe and Asia, with dynamic growth in Eastern Europe,
South America, and most emerging markets. The Chivas Regal range is the
epitome of style, substance and exclusivity and includes Chivas Regal 12, 18
and 25 Year Old.

Video:
multivu.prnewswire.com/mnr/prne/chivas/42424/

Media Contacts: Cecilia Roussel, cecilia.roussel at agence-elan.com, Tel: +33(0)1-40-89-96-46; Courtney MacNeil, courtney.macneil at agence-elan.com, Tel: +33(0)1-40-89-96-42