Ever since the White House hosted its inaugural celebration last year, Diwali festivities have been increasingly viewed as a part of the zeitgeist by major brands. Ann Mukherjee, Chairman and CEO of Pernod Ricard North America, recognized the importance of celebrating the growth of South Asians in the United States and the value of inclusivity and diversity. Chivas Regal, a brand known for its luxury blend of scotch and whiskey, took over the high-profile “All that Glitters Diwali Ball” held in New York City. Chivas Regal brought an elevated experience to the evening that encapsulated the spirit of Diwali. Diwali symbolizes light over darkness, and the celebration unites communities across the globe.
The affair was also put on by a star-studded host committee including Sarita Choudhury, Padma Lakshmi, Falguni Shane Peacock, and Rohan Oza, all brought together by Anujula Acharia, manager to actor Priyanka Chopra Jonas and Founder of A-Series management and investments. Mukherjee shared how Chivas Regal’s involvement was just the beginning of supporting the South Asian community, “We were thrilled to support the premier Diwali event to kick off the season and our longer-term partnership with the amazing designer duo, Falguni and Shane Peacock.” The iconic luxury designer duo Falguni and Shane Peacock, have been instrumental in bringing Indian fashion to more mainstream global markets since it launched in 2004. The two companies have forged a new relationship as they “believe that success isn’t a solo journey, it’s achieved together, and that being united, is the new gold.”
During the event, Chivas Regal created an immersive experience for guests to enjoy. “Chivas Regal, like Diwali, represents the celebration of blending different elements to create something truly extraordinary,” Mukherjee explained. Chivas Regal XV, an opulent blended Scotch whisky made for celebrating as Mukherjee described, is aged 15 years and selectively finished in French Cognac casks. During the celebration, guests enjoyed the evening’s signature serving: “All That Glitters Gold Rushes,” made with Chivas Regal XV, honey, and lemon.
A favorite moment of the evening for Mukherjee was sharing a drink with guests and seeing them sparkle in the Chivas photo booth. “Chivas is about celebrating successes,” Mukherjee said. “So we felt it only appropriate to celebrate the success of the South Asian American community who have risen together to succeed and Diwali is the perfect stage to do it.” Chivas Regal, which originated as a luxury brand in the early 1900s, quickly became a favorite blend among Americans. It also became an integral part of South Asian culture and traditions. “Many of us can recall our family members drinking Chivas alongside many celebrations,” Mukherjee said.
According to the 2020 U.S. Census, Americans who identify as Asian Indian have become the largest group of the Asian population, growing by over 50% and reaching nearly 4.4 million people from 2010 to 2020. Being one of the fast-growing groups in the United States, Mukherjee said “Chivas has been organically integral to South Asian culture and traditions for generations. Many of us can recall our family members drinking Chivas during many celebrations. We are just shining a light on this and supporting the community and its endeavors in a more deliberate way. Because great brands like Chivas are not just made by the people behind it, but by the communities that embrace it.”
According to Mukherjee, she finds great pride in helping bring these celebrations to the national stage. Pernod Ricard’s Chivas Regal will also support the upcoming New York Diwali Gala, the Queer Diwali Ball and other events across the country.