Abogados

Chivas Regal, the legendary Scotch whisky, announced today that it will sponsor for the second consecutive time the U.S. CHIVAS REGAL LA LEY tour, featuring the famous rock-in-Spanish band, recipient of a Grammy and Grammy Latino awards. Simultaneously with the tour, Chivas Regal, in association with The Century Council, will launch an important grassroots campaign in Spanish, promoting moderation in drinking. The Chivas Regal La Ley tour was officially inaugurated today at the Hudson Hotel in New York during a press lunch that hosted more than 50 journalists and personalities of the entertainment industry.

Also in 2004, La Ley’s Beto Cuevas, Mauricio Clavería and Pedro Frugone will celebrate the band’s 15th anniversary. La Ley is a musical phenomenon that many consider innovative and trend-setting.

Saúl Solá, U.S. Director of the Chivas-Regal Trademark said: “We are very proud to sponsor for the second consecutive time this admired group of talented rock musicians that sing in Spanish. This is part of Chivas Regal’s commitment to bring the most talented artists to our U.S. Hispanic communities. By means of the universal language of music we will be able to reach both the Spanish and English-speaking marketplaces” and added: “I wish La Ley a very happy fifteenth anniversary and I’m glad they joined Chivas Regal and The Century Council to broadcast a message of moderation to Hispanic and non-Hispanic youngsters about drinking alcoholic beverages.

Chivas Regal has pioneered the sponsorship of local and national Hispanic events and is at the front of the ever-growing trend among global trademarks of reaching the Hispanic market with advertising and public relations campaigns. “La Vida Chivas” (This is Chivas Life), the new Chivas-Regal global campaign, has been warmly received by Hispanic consumers.

This year, Chivas Regal La Ley 2004 will tour 20 U.S. cities to remind young people that moderation in drinking is responsible and sensible. Chivas Regal La Ley M=+D (Moderation = More entertainment) is the binomial symbol the tour has adopted for this important message.

This educational campaign is the fruit of a close collaboration between Chivas Regal and The Century Council (http://www.centurycouncil.org), a Washington D.C.-based non-profit organization that fights drunk-driving and underage drinking. From its foundation in 1991, Pernot-Ricard, owner and importer of Chivas Regal products, has contributed to The Century Council campaigns with important sums.

The Chivas Regal La Ley 2004 tour promises to be a success, for the renowned Scotch whisky as well as for the popular rock band.

About La Ley
Since its formation, La Ley revolutionized the Chilean rock. From Chile, they went on to conquer the American and Spanish scenes, with their musical talent and stage personality.

La Ley started as a band of five in 1989. Its present format of three has Beto Cuevas, vocals; Mauricio Clavería, percussion, and Pedro Frugone, guitar. After fifteen years, La Ley exhibits a solid record of achievements, seven albums, numerous awards, among them a Grammy and a Grammy Latino, the conquest of many venues in Latin America, the United States and Spain, and thousands of fans who sing along their most popular songs, like Día Cero and Prisioneros de la Piel.