The concept behind the Chivas Regal 18 Indulgence Tasting was for guests to partake in a guided ‘blind' whisky tasting. The emphasis was on the quality of a good blended whisky – comparable to the single malt rage. Direct and interactive marketing was employed and guests consisted of two targeted segments: people from the finance as well as arts industries. The program ran for 6 sessions at different locations: Zeta Bar, Little Bali , Isthmus KL, Passion, Bar Savanh and The Cotton Club.