Chivas Regal is partnering with Bang & Olufsen to give shoppers the chance to win £10,000 of technology plus 1,000 sets of exclusive whisky glasses.

Available from this month (rrp £28.19), the new specially-designed Chivas Regal 12 Year Old packs will include a unique code, which consumers can enter at, to discover if they are a lucky winner.

Running until October, the on-pack promotion aims to connect with the target audience’s key Chivas Regal occasion - relaxing at home.

Vicky Hoey, Pernod Ricard head of marketing for dark spirits said: “We wanted to create the perfect moment for our consumers to enjoy a glass of Chivas Regal, with Bang & Olufsen’s state of the art technology and exquisite design being the natural match for the world’s first luxury whisky.

“Our latest on-pack promotion, and the communication to support it, will deliver great stand out for the campaign and Bang & Olufsen is the ideal partner to attract our target audience at the point of purchase. We will amplify the partnership through digital and social marketing, plus in-store media.”