Lifestyle: Itihaas in high spirits over new whisky partnership
LUXURY whisky brand Chivas Regal has agreed a new partnership deal with Birmingham-based restaurant and wedding caterer Itihaas.
The drinks company will bring its exclusive range of whiskies to both the flagship restaurant and the company’s calendar of weddings.
A first-of-its-kind event, held by The Birmingham Whisky Club, will mark the new partnership, with members of the public invited to discover the pairing of whiskies with Indian cuisine.
The evening will be hosted at Itihaas restaurant in Birmingham’s in Newhall Street in the Jewellery Quarter. Attendees will dine on a series of dishes, each matched to a different whisky chosen for its complementary characteristics, including age, strength and flavour profile.
Phil Huckle, Brand Ambassador at Chivas Regal, said: “This is the first time we have partnered with a Birmingham venue and caterer, and it reflects the city’s increasingly sophisticated market. Itihaas was a natural fit because we want to reach a discerning, refined clientele who appreciate fine food and fine whisky.”
Raj Rana, founder of Itihaas, added: “Many people won’t have experienced the combination of Indian cuisine with whiskies before, but with this new event and partnership we are aiming to show how well the two complement one another, to create a high-end dining experience with a difference.”
The deal comes as Birmingham’s appetite for whisky has grown in recent years, with the launch of the city’s first annual Whisky Birmingham festival in 2013, and a new specialist whisky shop set to open before Christmas.
The Chivas and Itihaas whisky and fine dining event takes place on October 23.