Seagram Myanmar is proud to announce the launch of the first international whisky brand to be made in Myanmar, SEAGRAM’S HIGH CLASS WHISKY. This is the first launch for ABC after the announcement of the joint-venture with Pernod Ricard.
SEAGRAM’S HIGH CLASS WHISKY has been specially created for Myanmar under the supervision of Master Blender William Henderson from Chivas Brothers. To create a new & unique blend for Myanmar, the best-quality grain spirits were blended with fine aged whiskies. The result is a whisky that is truly international in flavor and quality.
Speaking at the launch event, Matthieu Glorieux, Managing Director, ABC said: “Seagram is known internationally for its quality, trust and craftsmanship for more than 150 years. I’m proud to present to the Myanmar consumer this Seagram whisky, the first international whisky brand to be locally made in Myanmar. We are committed to offering a premium experience and a world-class portfolio of products to Myanmar consumers.” Zaw Win, co-founder of ABC and the High Class brand, said: “We are delighted to see the brand joining the Seagram’s family, and confident that the expertise brought in by the Pernod Ricard partnership will ensure a bright future for the brand.”
Re-affirming its commitment to provide the Myanmar consumers with superior quality products, the new SEAGRAM’S HIGH CLASS WHISKY is supported with a new marketing campaign, “CHOOSE BETTER”. Mohinder Jakhar, Marketing Director, ABC said: “We’re positioning Seagram’s High Class Whisky for the new middle class Myanmar consumer. Myanmar is opening to the world and the Myanmar consumers are looking for brands that reflect their progressive outlook. Seagram’s High Class Whisky seeks to inspire them to take their future in their own hands and CHOOSE BETTER.”
The whisky is being launched first in 3 markets, Yangon, Mandalay and Naypyidaw. Alfred Cheung, Sales Director, ABC said: “Seagram’s High Class Whisky represents our commitment to offering quality products to Myanmar consumers. We have a long-term commitment to build a strong & win-win relationship with our trade partners.”
ABC launched Seagram’s High Class Whisky at an exciting event at Lotte Hotel, Yangon on 5th Oct. The event was attended by an exclusive gathering of celebrities, top management from ABC, Win Brothers, Yoma Group and key customers from Yangon, Mandalay & Naypyidaw regions.
The launch event was attended by celebrities & social influencers, Lu Lu Aung, J –Naw, Emerald Nyein (Miss International 2015 and Miss Universe Yangon 2019). It also featured performances from many popular artists who had the audience on their feet and singing with them. The artists were:
PROFILES
WILLIAM HENDERSON, MASTER BLENDER
William Henderson joined Chivas Brothers in 1978 as Chargehand working with Rum. William then became Team Manager continuing to work in Vatting before moving to a Maturation/ Blending site where he was responsible management of the high aged blending facility which catered for many of the company’s prestige products. William has been in the business for 40 years and is extremely proud to be part of the Blending Team of Chivas Bros.
About Seagram Myanmar.
Seagram Myanmar is joint-venture between Pernod Ricard, Win Brothers, Yoma Strategic Holdings Ltd. & Delta Capital Myanmar. In the new joint venture company, Pernod Ricard will be taking the lead in managing the production facilities, extensive distribution network and brand portfolio of Access Myanmar Distribution Company Ltd. (“AMDC”), the current joint venture between Yoma Strategic, the Win Brothers and Delta Capital Myanmar.
About PERNOD RICARD
Pernod Ricard is the world’s n°2 in wines and spirits with consolidated Sales of € 8,987 million in 2017/18. Created in 1975 by the merger of Ricard and Pernod, the Group has undergone sustained development, based on both organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin&Sprit (2008). Pernod Ricard holds one of the most prestigious brand portfolios in the sector: Absolut Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Malibu liqueur, Mumm and Perrier-Jouët champagnes, as well Jacob’s Creek, Brancott Estate, Campo Viejo and Kenwood wines. Pernod Ricard employs a workforce of approximately 18,500 people globally.
