Chivas Regal in link with film charity

Chivas Regal Scotch whisky has signed a global brand partnership deal with the charity Film Aid International.

The partnership will see the Pernod Ricard-owned brand and Film Aid work together to “educate and inspire communities in need through the power of film”, the company said.

Film Aid is a humanitarian organisation that uses film to help refugees and other communities in need around the globe.

Chivas Regal already has links with the cinema as an official partner of the Festival de Cannes.

Chivas regal brand director James Slack said: “The partnership aligns well with values that Chivas Regal is passionate about: brotherhood, generosity, integrity and a social awareness for the world in which we live.”