Chivas whisky, the market leader in Europe and Asia pacific

 

If there is one whisky that is recognized all over Asia pacific as a premium scotch whisky then it has to be the Chivas whisky. This premium whisky is produced by the Chivas borthers which in turn is owned by Pernod Ricard. Chivas whisky currently is the market leader in whiskies aged 12 years or more. In fact the sales have been steadily growing from the year 2002 to 2011.

Chivas Regal Scotch whisky was first produced in the year 1801 in Aberdeen, Scotland at the Strathisla Distillery in the Speyside region of Scotland.

There are primarily three main whiskies from this family and they are Chivas Regal 12 year old, Chivas Regal 18 year old and Chivas Regal 25 year old. The 12 year old blended whisky has taste that reminds you honey and ripe apples while on the palate it feels round and creamy. There are also hints of hazelnut and butterscotch in the taste. The 18 year old blended whisky is matured for at least 18 years before it is bottled and tastes of orange and chocolates. On the nose it feels of citrus, spices and fruits. While on the palate you get spicy taste. Chivas Regal 25 year old is matured for 25 years or more and tastes of apricot and peach.

There is long history behind this legendary drink. it was started by the Chivas brothers in the year 1801. they started a store that sold spices, Caribbean rum, coffee, and other food stuff to wealthy clients. In the year 1842 after the visit of Queen Victoria to Scotland they were asked to supply groceries to the royal family at Balmoral Castle. And in the year 1843 they were granted the coveted royal warrant to supply goods to the Queen.

As their reputation grew customers, often wealthy and affluent, would ask them to supply smooth whisky. So, in the year 1850 James Chivas started to blend whiskies to create smooth whisky that would satisfy his affluent customers taste. He created a proprietary brand Chivas Brothers and produced the first blended scotch whisky “Royal Glen Dee. This was soon followed by another whisky the “Royal Strathythan”.

 

By the early 1900s the economy in the U.S was booming and to capture this market the Chivas brothers decided to create a aged whisky and it was named Chivas Regal. In the year 1909 Chivas Regal 25 year old was launched and premium brand and soon captured the imagination of the Americans. They continued to enjoy great success till prohibition put a spoke in the wheel in 1920.

Seagrams bought the Chivas Regal brand in the year 1949 and used their huge marketing and sales network to further popularize this premium whisky. By the time the prohibition was lifted and the Second World War ended Chivas launched their 12 year old. By now Chivas Regal had become very popular and had a large loyal customer base. One of its very famous customers was the legendary Frank Sinatra.

By the time the 20th century ended they already had 18 year old and 25 year old added to their list. Due to the breakup of the Seagrams Group Chivas was bought by Pernod Ricard in the year 2000 and it continues to be with them to this day.

Chivas whisky has consistently performed well and has received several awards and medals at spirits competitions. At the San Francisco World spirit competition it won the gold medal in the year 2006 and 2008.