That’s right, for almost a month (November 12 through December 5, 2013), Chivas Regal shall manage an exclusive space for whom they call the Modern Gentleman at the Members Club Milano 1909 in Milan, Italy. This event, similar to the tradition of the Gentlemen’s Club in London, shall offer gentlemen and gentle-ladies a dedicated space, “…a place where they can meet and talk, enjoy dishes prepared with care, read the best international magazines, and listen to good music, all accompanied by whiskey and spirits of the highest quality to be enjoyed alone or in the company of friends and colleagues”. Sign me up. This is better than my Eddie Bauer option in my Jeep Cherokee!
Although, I do have a few questions. Firstly, what is the definition of a modern gentleman. Surely, this goes beyond saving damsels in distress, slaying dragons and like Sir Francis Drake, draping his cloak over a pothole for M’lady. Chivas Regal has that person identified as “…A man of courtly manners, charm, casual chic, and high values such as friendship and generosity…” I might have added a few more traits, which exclusivity requires. Personally, I do not think that there are many true gentlemen out there, but “wannabes” need a place to gather, too!
I then harken to the term Gentlemen’s Club and that definition. Most would probably start with that vision of dance poles, light shows, a lot of red décor and gyrations a plenty. I guess this not like the Foxy Lady. But, one must recall what Groucho Marx said about any club which wanted him as a member – he just would not go there. He was very discriminating. Fortunately, access to the Members Club Milano 1909 is based upon either invitation or by registration on the dedicated website. Phew!
The Club did open with a philanthropic theme, Movember, which encourages men to grow a mustache in support of Men’s Health issues, raising money and awareness.
The marketing is very good for this endeavor. You have a high-end Brand, encouraging a high-end experience, promoting trappings of exclusivity and a good cause. The working concept and operation lasts for under a months’ time. These are terrific ingredients for success, plus affiliated relationships for all the supporting events – music, dining, issues of the day, etc. Very smart, Chivas Regal.
John Hendrie is the author of the LRA blog 'A Guy Walks In'. LRA is a leading research and consulting company in the emerging discipline of Customer Experience Management (CEM). We work with our clients to help them design and deliver consistently exceptional customer experiences in order to drive customer satisfaction, loyalty and advocacy, and company growth and profitability. We have built a range of quality assurance, mystery shopping, research, training and consulting solutions to help them do so.
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