Media release: Chivas Brothers announces new head of Sustainability as Chivas Regal kicks off campaign to bar straws

Sandrine RICARD 25-03-2014

CHIVAS Brothers, a leading producer and exporter of iconic Scotch whisky brands – including Chivas Regal, Ballantine’s, Royal Salute and The Glenlivet – has announced the appointment of Sandrine Ricard to the role of head of Sustainability and Responsibility, a newly-created position that reinforces the company’s commitment to this strategic priority.

Ricard will be responsible for driving forward sustainability and responsibility activities throughout the UK and beyond, via the company’s portfolio of global brands, including Chivas Regal, Ballantine’s, Royal Salute and The Glenlivet.

Ricard will lead the business’s commitment to supporting and developing its local communities, brought to life through initiatives such as Responsib’ALL Day, a companywide day of volunteering, and Chivas Spirit of Support, a series of local charitable initiatives. In addition, she will also continue to empower employees through programmes such as the company’s bursary scheme, and will promote environmental sustainability through a range of initiatives across its distilleries, manufacturing sites and offices.

One of the first projects Ricard is supporting is the launch of Chivas Regal’s #BarStraws campaign, which calls on consumers worldwide to harness the power of social media to help protect the ocean from plastic.

The luxury Scotch whisky brand, which is enjoyed in millions of cocktails every year, has pledged to stop using single-use plastic straws and stirrers in over 100 countries – and is now encouraging people to show their support through straw-free ‘selfies’.

Cocktail lovers are urged to simply take a selfie while sucking on their drink through an invisible straw, and post to Instagram or Twitter tagging @chivasregal #BarStraws. For each of the first 10,000 posts, Chivas will donate US$1 to the Marine Conservation Society.

Commenting on Ricard’s recent appointment, Jennie Norrish, Global Communications director, said: “We have a long-standing commitment to sustainability and responsibility; it’s a priority that runs through our entire business, and Sandrine brings a wealth of experience to this important new position. Under her guidance we hope to build on our existing programmes, such as Responsib’ALL Day, whilst also supporting new initiatives like Chivas Regal’s #BarStraws campaign that will help to protect the environment in which we operate and give back to the communities around us.”

Sandrine Ricard added: “Sustainability and responsibility clearly sits at the business’s core and I’m looking forward to helping develop a wide range of initiatives even further. There are already some exciting projects underway, including Chivas Regal’s #BarStraws campaign, which is currently at the top of my agenda.

“Plastic straws spend a moment on our lips, and then a lifetime in the ocean or in landfill. We wanted to demonstrate that plastic no longer has a place in Chivas drinks, and that small acts – such as refusing the straw – can make a big difference. Through #BarStraws, everyone can be a part of this important conversation, and can help fund conservation too.”

Ricard previously held the role of Deputy Director, Sustainability at Pernod Ricard, Chivas Brothers’ parent company. She joins the communications department, an integrated department that spans the entire business, led by Jennie Norrish, Global Communications director.

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