Chivas promotion

Here is a promotion from Chivas. The theme is gold rush with western cowboy imageries. The promotion may be considered interesting and exciting but I scratch my head about why a theme with American origin ? Look, Chivas is a scotch and its origin is Scotland. What has it got to do with the gold rush ? I may be too picky about this but this theme is definitely more suitable for Jack Daniel's, a bourbon whiskey from the USA.

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