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Johannesburg - Popular whiskey brand Chivas unveiled three very different individuals as brand ambassadors this week at the Southern Sun hotel in Hyde Park.
Nhlanhla Nciza of Mafikizolo, local fashion designer Laduma Ngxokolo and soccer royalty Lucas Radebe only have one thing in common: They are respected and adored by fans in their respective fields.
The popular whiskey house refers to its new ambassadors as people with the acumen to “win the right way”.
The Chivas event was a laid-back affair.
A three-course meal started with some light finger foods, followed by a mighty T-bone steak and tiramisu for dessert.
All the while, the 18-year-old Chivas flowed.
Radebe told City Press that he agreed to work with Chivas as the brand’s values were a good match with his own. “Nobody wants to align with a brand that could tarnish your image.
"This is about giving back to the people, encouraging growth of any kind,” he explained.
The idea was that each of the ambassadors have a passion project that, with the help of Chivas, will help foster new talents in sport, fashion and music.
Nciza’s ambition was to unearth talented female deejays and equip these hopefuls with the skill to flourish in a male-dominated industry.
“Empowering women is something I hold dear. I had been doing so on my own, but this venture has allowed me to amplify my efforts,” Nciza said.
The singer was visibly agitated when talking about the perception that producing and sound engineering is solely a profession for men.
Meanwhile, Ngxokolo has taken on a few young designers and offered them guidance and advice on the fashion industry – and blessed all Chivas’ event guests with their own pair of swanky designer socks.
Of his designer progenies, he said: “They’re doing really well; we have had positive feedback from some of the sessions we have had with our recruits ... that the insights aided them in their careers.”
It seems Chivas was about more than supplying good memories through the wonders of holy waters. A touch of corporate social investment came across as sincere.
We will check in later on the Chivas trio and their passion projects.
