Chivas Regal

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Chivas Regal
TypeScotch whisky
ManufacturerChivas Brothers
Country of originScotland
Introduced1801
Proof80
Variants12 Year Old, 18 Year Old, 25 year Old
Related productsRoyal Salute whisky
 
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Chivas Regal
TypeScotch whisky
ManufacturerChivas Brothers
Country of originScotland
Introduced1801
Proof80
Variants12 Year Old, 18 Year Old, 25 year Old
Related productsRoyal Salute whisky
Chivas range.jpg

Chivas Regal (play /ˈʃɪvɪs ˈrɡəl/) is a blended Scotch whisky produced by Chivas Brothers, owned by Pernod Ricard. Chivas Brothers was first established in 1801. The Chivas Regal brand's home is Strathisla Distillery at Keith, Moray in Speyside, Scotland, the oldest operating Highland distillery which was founded in 1786.

It is the market-leading Scotch whisky aged 12 years and above in Europe and Asia Pacific.[1] Chivas Regal sales have grown by 61% between 2002 and 2008.[2]

Contents

Chivas Regal line

History

The House of Schivas, a large mansion, was built at Schivas in Aberdeenshire in 1640. The name is derived from the Gaelic 'seamhas', meaning narrow place.[4]

Chivas Brothers traces its roots to the opening of a grocery store at 13 King St, Aberdeen in 1801. The store sold luxury foodstuffs such as coffee, exotic spices, French brandies, and Caribbean rums to a wealthy clientele. In 1842, Chivas Brothers were retained to supply provisions to the royal family at Balmoral Castle upon Queen Victoria's first visit to Scotland.

In 1843, Chivas Brothers were granted a Royal Warrant to supply goods to Queen Victoria. Chivas Brothers was described in 1890 as 'undoubtedly the finest purveying business in the north of Scotland' by Scotland of Today magazine.[5]

During the 1850s, James Chivas decided to respond to his affluent customers' demands for a smoother whisky, by beginning to blend whiskies to create a proprietary blend to Chivas Brothers. Their first blended Scotch whisky named 'Royal Glen Dee' was launched, followed in the 1860s by their second blended Scotch whisky, 'Royal Strathythan'.[6]

In the early 1900s, Chivas Brothers decided to create their most aged blended Scotch whisky to export to the U.S, where the booming economy after the turn of the century was fueling demand for luxury goods. The whisky was named Chivas Regal.[6]

Chivas Regal 25 Year Old was launched in 1909 as the original luxury Scotch, and became a leading brand in the U.S. Chivas Regal continued its success until Prohibition in the 1920s.[7]

Chivas Regal was purchased by Seagrams in 1949, which provided a much wider distribution and marketing system.

Chivas Regal was re-launched as Chivas Regal 12 year old in the US following the disruption of both Prohibition and World War II. Chivas became a fashionable brand of the era, and became associated with Frank Sinatra and the rest of the Rat Pack.[8] Chivas Regal was the Scotch whisky requested by Sinatra, along with other spirits brands backstage at performances,[9] and Chivas sponsored Frank Sinatra's Diamond Jubilee Tour in 1990.

In 1950,[10] the company Chivas Brothers was able to buy the Strathisla Distillery which produces the Strathisla Single Malt, which is used within the Chivas Regal blend.

The Chivas Regal range was expanded with the launch of higher aged whiskies, in 1997 with the launch of Chivas Regal 18 year old, and in 2007 with the launch of Chivas Regal 25.[11]

Chivas Regal was acquired by Pernod Ricard.

Strathisla distillery

Scotland Strathisla distillery.jpg

The home of Chivas Regal and location of its visitor centre is located at the Strathisla distillery. The distillery was founded in 1786,[10] and is the oldest working distillery in the Highlands of Scotland - Strathisla Distillery, located in Speyside.

The Strathisla distillery is owned by Chivas Brothers, and Strathisla Single Malt is one of the malt whiskies used within the Chivas Regal blend.

Strathisla Single Malts have a natural sweetness and help to define the taste of Chivas Regal.

Marketing

In 2009, Chivas Regal launched a new global advertising campaign, to run across all continents. 'Live with Chivalry' was created by the Euro RSCG advertising agency. The campaign features TV, press, and outdoor advertising.

Chivas Regal also sponsored The Black Eyed Peas', Robbie Williams', Beyoncé's, and Christina Aguilera's tours in Asia.[citation needed]

Chivas Regal is also featured during the closing of the TV series Boston Legal.

In 2011 Chivas Regal sponsored The Asian Awards Outstanding Achievement in Sports Category. [12]

Critical Acclaim

Chivas Regal whiskies have performed well at international Spirit ratings competitions. Although it only received a bronze medal in the latest competition in which it was entered (2009), the Chivas Regal 18yr Gold Signature blended whiskey—perhaps Chivas' best-performing product—received double gold medals at the 2006 and 2008 San Francisco World Spirits Competitions.[13] Chivas' 21-year whisky has generally garnered silver medals at the competition.[13]

References

External links

Coordinates: 57°32′44″N 2°57′08″W / 57.54556°N 2.95222°W / 57.54556; -2.95222