Chivas Regal is another brand to be associated with one of the younger members of the British Royal Family (following on from Viscount Linley's cabinet for Macallan).

Chivas Regal, one of the world's top deluxe Scotch brands, has recently unveiled a new two-year sponsorship deal between it and Zara Phillips MBE, Princess Anne's daughter and champion horse rider. Her first appearance for the brand was at this year’s Chivas Snow Golf Championships in St Moritz in mid-January. She will also be making a number of personal appearances at Chivas Regal events around the world.

Current World Equestrian Games gold medallist Phillips said: “I am delighted to be announcing my new sponsorship with Chivas Regal and I am really looking forward to attending their luxury events." On the snow golf she commented, "I am a novice golfer but I’m looking forward to a new challenge and the odd snow golf lesson from the professionals." As this is an Olympic year, Zara also has the equestrian events there to look forward to and train for.

Brand director for Chivas Regal, Sophie Gallois, commented: “Zara is the perfect fit for Chivas Regal and we are absolutely thrilled to be working with her. She is a successful, glamorous and vibrant award-winning sportswoman who embodies the aspirational lifestyle that Chivas Regal consumers respond to and, like Chivas Regal, is the epitome of style, substance and exclusivity.”

Zara came fourth in the tournament which is not bad for a novice. German golfer Dagmar Gäde froze out the competition in the Women’s tournament to win. The men's championship was won by golf star Constantino Rocca. It is his first win at this novel event.

The 2008 tournament marked the 29th year of the event which is part of Chivas Regal’s Chivas Life Series of inspiring events in extraordinary places. The snow golf event is played over holes approximately 33% shorter than normal grass holes. The fairways are made of compacted snow, the 'whites' are made from frozen snow and the balls used are a fluorescent amber colour. For those of you with an eye for the unusual, Chivas Brothers also sponsors elephant polo and has fielded the winning team on a number of occasions.

Annual volume sales of the Chivas Regal range is now 4.1 million 9 litre cases, a historical high for the brand and more than 1 million increase since the brand’s acquisition by Pernod Ricard. They are obviously doing something right. Indeed a number of their other brands, particularly those acquired via the purchase of Allied Domecq a couple of years ago are also seeing progress. Spotlights have been shone on the Ballantine's whisky range and Beefeater Gin to good effect.