On June 25th, 2007, Chivas Regal became the first spirits brand to launch an online channel. The Chivas Life Channel, which is hosted by MSN.com, features the results of the "The Chivas Life Ambassadors" search, through which two energetic, discriminating people were found and paid $200,000 to search for The Chivas Life and report on their adventures while they did so.

Craig Johnson, Brand Director of Chivas Regal at Pernod Ricard USA, could not be more pleased with the finished product. With the vast expertise behind MSN, weve developed original programming that demonstrates a true Chivas Life experience". It is, as Johnson says, the objective of The Chivas Life Channel to "give the web adventurer tools to seek out and enjoy the moments and experiences that define The Chivas Life.

The Chivas Life Channel (www.thisisthelife.msn.com) gives visitors backstage passes to Chivas Studio concert performances by bands like Kenna and Yerba? Buena. The site also contains webisodes from "The Search for The Chivas Life Ambassadors" that are hosted by Paola Turbay, who stars in the new CBS fall drama, Cane. The webisodes on The Chivas Life Channel show candidates struggling through the narrowing-down process, wherein groups of applicants are interviewed in Miami, New York, Chicago, Los Angeles, and Dallas. The series gives the viewer an exclusive peek into the interviews, candidates, and job description, eventually culminating in Las Vegas, with the selection of the lucky pair of Chivas Life Ambassadors from seven finalists.

The Channel and the two Chivas Life Ambassadors take viewers on virutal tours of Egypt, Brazil, and Japan, as well as such unexpected locales as? Hungary, Croatia, Tanzania, and Peru. The Ambassadors do not dissapoint; each webisode is crammed with the exciting and strange – ironically, typical fare for those who live the Chivas Life.

Every webisode features such adventures such as balloon riding over the Serengeti Plains, snorkeling off the coast of Boracay (a tropical island about 200 miles south of Manila), or exploring ancient Actun-kan caves, and has a detailed video travelogue. Each of the fantastic adventures and experiences that the team of Ambassadors takes on – from adrenaline-inspired adventures, to moments of simple but deep indulgence – is open to anyone with the know-how to reach out and grab them. In addition to these excerpts from the lives of the Ambassadors, each webisode from The Chivas Life Channel offers one from an eclectic range of experts, sharing tips on mastering the details of an unusual life – like how to spin a record, play the bagpipe, or mix the perfect drink for any occasion. In fact, the the intent of The Chivas Life Channel is to make those skills available to the viewer, so that we may take their lead and live lives that are not just unusual, but extraordinary.

For more information on The Chivas Life Channel, please visit
www.thisisthelife.msn.com.