Traditionally considered to be a simple device, Chivas Regal has taken the humble vending machine to a whole new level. Chivas Regal’s vending machine is like no other to come before it; it is the only one known to offer the highest value single item in the world – The Icon. But, this vending machine is not simply a lavish display case; it is a real card-swiping, point-of-sale mechanism for those who are able to attain such a rare Scotch, and is available at a premium shopping destination in Johannesburg.

“A truly singular whisky deserves a truly singular method of showcasing,” says brand manager of Chivas Regal South Africa, Mandla Holomisa. “That’s why we decided The Icon – arguably the world’s most exclusive whisky – would be dispensed by the world’s most exclusive vending machine.”

Created from more than 20 of Scotland’s rarest whiskies – some from Highland distilleries that are now lost to time forever – and encased in a handcrafted crystal decanter, The Icon represents extravagance and inspires sensations of indulgence.

“As rare and matchless as the whisky’s showcasing can be regarded, The Icon is just as much so. Only 24 bottles are available for sale in South Africa, retailing globally at $3600 (R49 999),” says Holomisa. “However, many would agree that it is impossible to put a price on this level of craftsmanship.”

Many more will never have the opportunity to set their eyes on The Icon or its extraordinary vending machine, but Chivas Regal South Africa is offering a select and esteemed few that chance.

“As well as celebrating our most sumptuous offering, we also want to celebrate South Africa’s icons – those who are worthy of great respect due to their talents and achievements, yet still live with all the chivalric values,” Holomisa says. “Chivas Regal will hold an honorary event hosted at Hyde Park in November for this purpose, and honoured attendees will come face to face with our drink of refined opulence.”

Though The Icon is a limited-edition offering, Chivas Regal also represents attainable luxury, presenting a number of whiskies to suit different budgets.

“Chivas Regal offers all South Africans an experience of refined opulence,” Holomisa continues. “There is a premium Scotch for every market, but The Icon will remain the zenith of excellence in our brand offering, and across others.”

For those who want an exclusive view of Chivas Regal’s new offering, the whisky will be showcased at Hyde Park Corner between Thursday, 12 and Saturday, 14 November, between 10:00 and 18:00.

To view a video on the launch of the vending machine and its visitors, click here.

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