The Chivas® Culture Project Is Shining A Spotlight On Music With Artists That Are Helping To Reshape Contemporary American Culture

Chivas Regal is Partnering with Four Renowned DJs to Create a Community that Wins the Right Way.

News provided by

Mar 09, 2017, 08:01 ET

NEW YORK, March 9, 2017 /PRNewswire/ -- Chivas Regal, the world's first luxury whisky, is introducing The Chivas Culture Project, an initiative spotlighting music and the influence that entrepreneurs of the arts have on our communities. This year, Chivas Regal is partnering with four DJs, Juan Magan, Alex Sensation, El Dusty and IamChino who are helping to reshape contemporary American culture by maintaining their diverse ethnic roots.

"We're so thrilled to partner with talented artists who inspire the cultural and entertainment thirsts of a blended generation," said Shefali Murdia, Brand Director for Chivas Regal, Pernod Ricard USA. "Each DJ brings their own stories, perspectives and culture to the project. From overcoming obstacles, to follow their dreams, to incorporating their roots within their work, each artist is working to empower communities throughout the world."

Latin Grammy winner and Billboard Music nominee, Juan Magan is a DJ, producer and Spanish performer who has been recognized internationally for his fresh perspectives and contributions to the "Electro Latino" music category. He celebrates his success through live performances that touch the lives of his global fan base.

"I'm a huge fan of Chivas Regal's overall vision and I love the story behind The Chivas Culture Project," Juan Magan said. "I'm able to share my personal experience, and inspire other Latino men and women across the world which is why it's such a natural partnership."

Alex Sensation followed his dream and passion for the music scene since age 17, where he started as a DJ working at parties and events. He's created music that has sold out prestigious venues worldwide with his first promotional single "La Mala Y La Buena." Today he's preparing for the release of his unpublished album, available within the next few months.

El Dusty's Latin roots have contributed to the everlasting success of his work. His inspiration is attributed to growing up in a home sound-tracked by Tejano anthems, Chicano soul music, classic rock and '70s Latin soul. While preparing for his upcoming release, he's collaborating on new and inspiring mixtapes to produce fresh hits.

Producer, songwriter, DJ and performer IAmChino also exerts an influential presence by blending together pop and Latin music. Between his collaborations with international superstars, to further developing his signature style, his beats mix various musical genres to create one-of-a-kind tracks.

Local communities can experience The Chivas Culture Project at events across the U.S. where they'll gain new perspectives, see their favorite artists perform and sip on innovative Chivas Regal signature cocktails.

The Chivas Culture Project will be at two upcoming Universal Music Latin Entertainment Signature Events:

L Festival with performances by Alex Sensation and El Dusty on March 18 and 19 in Los Angeles, CA
The After at The Latin Billboards on April 27 in Miami, FL

For more information on Chivas Regal and The Chivas Culture Project visit www.Chivas.com/en-us/mixtherightway. There you will also find songs available to listen and download, exclusive DJ content, interviews, videos, behind-the-scene photos, calendar of upcoming Chivas Regal events and more.

About Pernod Ricard USA®
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA, the world's second-largest spirits and wine company. Pernod Ricard employs approximately 18,000 people worldwide, is listed on Euronext (Ticker: RI) and is part of the CAC 40 index.

The company's leading spirits and wines include such prestigious brands as Absolut® Vodka, Tequila Avión®, Chivas Regal® Scotch Whisky, The Glenlivet® Single Malt Scotch Whisky, Jameson® Irish Whiskey, Malibu®, Kahlúa®, Aberlour Single Malt Scotch, Olmeca Altos™, Beefeater® Gin, Lot No. 40™ and Pike Creek®, Midleton®, Powers®, Redbreast®, Plymouth®, Seagram's® Extra Dry Gin®, Martell® Cognac, Lillet®, Hiram Walker®, Pernod®, Ricard®; and such superior wines as Kenwood Vineyards®, Brancott Estate®, Campo Viejo®, Graffigna® and Jacob's Creek®; and such exquisite champagnes and sparkling wines as Perrier-Jouët® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.

Pernod Ricard USA is based in New York, New York, and has roughly 850 employees across the country. Pernod Ricard USA urges all adults to consume its products responsibly and in moderation. For more information, please visit: www.responsibility.org.

SOURCE Chivas Regal