Chivas Regal
From Wikipedia, the free encyclopedia
| Chivas Regal | |
|---|---|
| Type | Scotch whisky |
| Proof | 80 |
| Manufacturer | Chivas Brothers |
| Country of origin | Scotland |
| Introduced | 1801 |
| Variants | 12 Year Old, 18 Year Old, 25 year Old |
| Related products | The Glenlivet, Ballantine's |
Chivas Regal is a premium Scotch whisky produced by Chivas Brothers in Aberdeen, Scotland, founded in 1801. The Chivas brand's home is Strathisla Distillery, Speyside, Scotland.
Chivas Regal is one of the best selling premium whiskies in the world, available in over 200 countries. It is the best selling premium Scotch whisky in Europe and Asia Pacific and is rated one of the world's most powerful spirits brands. [1] Chivas Regal is one of the best performing spirits brands globally, with sales having grown by 40% over the last four years.
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[edit] Chivas Regal Family
Chivas Regal whiskies are blended in a distinctive house style of a mellow, honeyed flavour.[2]
- Chivas Regal 12 Year Old: Blended from whiskies matured for at least 12 years. A smooth whisky with a honeyed, mellow taste.
- Chivas Regal Gold Signature 18 Year Old: Blended from whiskies matured for at least 18 years. Chocolate and orange notes, some citrus and spice on the nose and a full, fruity, citrusy and spicy palate, with sherry notes to finish.[3]
- Chivas Regal 25 Year Old: Created using whiskies aged at least 25 years; available only in limited quantities with a retail price of c$300.[4] The blend has tasting notes of apricot and peach.
- Chivas Regal Royal Salute: very rare blend of whiskies aged 21 years.
- Chivas Regal Royal Salute 50-year-old: released in 2003 to commemorate the 50th anniversary of Queen Elizabeth II's coronation, priced at $10,000 USD.
[edit] History
1640: The House of Schivas, a large mansion, is built at Schivas in Aberdeenshire. The name is derived from the Gaelic 'seamhas', meaning narrow place. For centuries, people nearby took the name of Chivas.
1801: Chivas Brothers grocery store originally opened in Aberdeen. James and John Chivas sold luxury foodstuffs such as coffee, exotic spices, French brandies, and Caribbean rums to a wealthy clientèle. They decided to produce a smooth blended whisky as an alternative to the whiskies available at that time, which were harsh and poorly matured.
1843: Chivas 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.
1920s: The Chivas Brothers began to export Chivas Regal whisky to the United States, where the economic boom was fuelling demand for luxury goods. Chivas Regal became renowned as the original luxury whisky.
1949: Chivas Regal was purchased by Seagrams, which provided a much wider distribution and marketing system.
1950s: Chivas Regal became a fashionable drink of the era, becoming a firm favourite with Frank Sinatra and the rest of the Rat Pack.[5] Sinatra requested Chivas Regal backstage at performances,[6] and Chivas later sponsored Frank Sinatra's Diamond Jubilee Tour in 1990.
Owing to this success, The Company Chivas Brothers was finally able to buy the Strathisla Distillery which produces the sweet, honeyed malt whisky a the heart of the Chivas Regal blend.
1997: Master Blender Colin Scott created a new blend of aged whiskies to produce Chivas Regal 18 Year Old.
2000: Chivas Regal was acquired by Pernod Ricard upon the break up of Seagrams Group.
2001: Chivas Regal becomes widely available in China, where as with the U.S in the 1920s, the economic boom is driving demand for luxury goods. Chivas Regal is now the most popular premium Scotch in China.
2007: Chivas Regal 25 Year Old, created by Master Blender Colin Scott is launched at an event at the New York Public Library, attended by stars such as Julianne Moore, Lucy Liu, Diana Krall, and Daniel Wu.
2007: Chivas Regal sales reach a record high of over 4 million 9 litre cases.
[edit] The Strathisla Distillery
Chivas Regal is produced in Speyside, in the oldest working distillery in the Highlands of Scotland - Strathisla Distillery.
Strathisla Single Malts have a natural sweetness and help to provide the distinctive taste of Chivas Regal. Being a blended whisky, quality and consistency of taste are better able to be maintained.
[edit] Chivas Regal Marketing
Launched in 2003 'The Chivas Life' advertising campaign promotes an exuberant appetite for life, with extraordinary experiences in inspiring places. The campaign features TV, press, and outdoor advertising.
Chivas Regal sponsors the website www.thisisthelife.com where special travel experiences are reviewed and updated by users.
Chivas Regal sponsored the China team sailing in the 2007 America’s Cup – competing for the first time for the trophy, recently held in Valencia, Spain.
Chivas Regal recently sponsored The Black Eyed Peas, Robbie Williams, and Christina Aguilera’s tours in Asia.
[edit] Chivas Regal in lyrics
The Australian rap group, The Hilltop Hoods, mention Chivas Regal in their song What A Great Night (DNR). "Chivas Regal you rock the house...".
American singer/songwriter Kelly Clarkson pays tribute to the drink on her latest album "My December". The song "Chivas" is a hidden track which can be found after the song "Irvine." Clarkson wrote the song on bar napkins on the same night, before going for a concert by Los Angeles based band Metal Skool where she was famously seen drinking Chivas Regal, in a popular YouTube video when the singer was brought on stage to sing with the band.
Edward Norton, in the film American History X, refers to Rodney King as having been "hopped up on Chivas regal and PCP" during the time of his famous beating given by the Los Angeles Police in 1991.
Rappers The Beastie Boys also mention Chivas Regal in their song "Brass Monkey," with the line, "We're offered Moet we don't mind Chivas, wherever we go with bring the Monkey with us!"
The brand is also mentioned in Scottish rock band The Almighty's song Bandaged Knees from their second studio album Soul Destruction.
American singer/songwriter Tom Waits mentions Chivas Regal in his song "Downtown" from the album Heartattack and Vine. "Drinkin' Chivas Regal in a four dollar room"
[edit] References
- ^ The Power 100
- ^ [1]Superbrands.com
- ^ Royal Mile Whiskies Review
- ^ [2]Drinks Media Wire
- ^ [3]Superbrands.com
- ^ Catering company dishes out fine food and gossip in 'Backstage Passes'
General references:
- "A Double Scotch" by F. Paul Pacult. ©2005 John Wiley & Sons ISBN 0-471-66271-2
- "Cool Brands: An insight into some of Britain's coolest brands" ©2006 Superbrands Ltd ISBN 1-905652-03-8 *History of Chivas Regal from Superbrands.com
- "Scotland of Today" Published May 3rd, 1890.
