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{{POV|date=December 2009}}
{{Infobox Beverage
|name=Chivas Regal
|image=
|type=[[Scotch whisky]]
|proof=80
|manufacturer=[[Chivas Brothers]]
|origin=[[Scotland]]
|introduced=1801
|discontinued= 
|related= [[Royal Salute whisky]]
|variants= 12 Year Old, 18 Year Old, 25 year Old
}}
[[Image:Chivas range.jpg|thumb|right|]]
'''Chivas Regal''' is a blended [[Scotch whisky]] produced by Chivas Brothers, owned by [[Pernod Ricard]].  According to the brand packaging, Chivas Brothers was first established in 1801 in Aberdeen, [[Scotland]]. The Chivas brand's home is [[Strathisla Single Malt|Strathisla Distillery]] at [[Keith, Moray]] in [[Speyside]], [[Scotland]].

Chivas Regal is one of the best selling blended whiskies in the world. It is the market leading Scotch whisky aged 12 years and above in Europe and Asia Pacific.<ref>[http://www.talkingretail.com/a/main/063D8AEA-1B92-11D9-A258-B96F2D727A86/24D5311A-FD58-11DB-9B22-D3C69413052D/7C0BD2B6-FE2C-11DB-AD59-BF0B09059D95.pdf The Power 100]</ref> Chivas Regal sales have grown by 61% between 2002 and 2008.<ref>Annual Report 2007/8, p.24 [http://www.pernod-ricard.com/medias/resources/static/Rapport%20annuel/RA%202006/RA05-06-15%20Strategic%20Brands.pdf] and Annual Report 2006/7, p.20 [http://www.pernod-ricard.com/medias/Finance/PDF/RapportAnnuel/RA0607-%20Magazine%20section%20uk.pdf].</ref>

==Chivas Regal family==

Chivas Regal whiskies are blended in a distinctive house style of a mellow, honeyed flavour.<ref name="Superbrands">{{cite web|url=http://www.superbrands.easysite.org/files/ChivasRegal_4072.pdf|title=Chivas Regal|format=pdf|accessdate=2008-09-12}}</ref>
*Chivas Regal 12 Year Old: Blended from whiskies matured for at least 12 years. A smooth whisky with a honeyed, mellow taste.
*Chivas Regal 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.<ref>[http://www.royalmilewhiskies.com/product.asp?pf_id=0010000007510 Royal Mile Whiskies Review]</ref>
*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.<ref>{{cite web|title=Chivas Regal Unveils Chivas Regal 25 Year Old As A Tribute To The World's First Luxury Blended Scotch Whisky|url=http://www.drinksmediawire.com/afficher_cdp.asp?id=1998&lng=2|work=Drinks Media Wire|date=2007-10-01|accessdate=2008-09-12}}</ref> The blend has tasting notes of apricot and peach.

==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.<ref>[http://www.whiskymag.com/magazine/issue6/12004944.html]</ref> For centuries, people nearby took the name of Chivas. {{Citation needed|date=March 2009}}

'''1801''': Chivas Brothers traces its roots to the opening of a grocery store in Aberdeen. The store sold luxury foodstuffs such as coffee, exotic spices, French brandies, and Caribbean rums to a wealthy clientèle. Chivas Brothers started to produce a smooth blended whisky as an alternative to the whiskies available at that time, which were often harsh and poorly matured.{{Citation needed|date=March 2009}}   

'''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.{{Citation needed|date=March 2009}}

'''1909''': Chivas Regal 25 Year Old was launched as the original luxury Scotch, and became a leading brand in the US, where the booming economy after the turn of the century was fueling demand for luxury goods.  Chivas Regal continued its success until [[prohibition]] in the 1920s.<ref>http://lastheplace.com/2007/10/15/celebrities-and-vips-celebrate-the-launch-of-chivas-regal-25-year-old-scotch-whisky/</ref> 

'''1949''': Chivas Regal was purchased by [[Seagrams]], a Canadian company which had extensive dealings with American bootleggers during Prohibition,<ref>Peter C. Newman,  ''Bronfman Dynasty: The Rothschilds of the New World'' (1978; U.S. title: ''King of the Castle: The Making of a Dynasty'') ISBN 0-7710-6758-5</ref>
and which provided a much wider distribution and marketing system.

'''1950s''': Chivas Regal was re-launched in the US following the disruption of both Prohibition and World War II, and became a fashionable drink of the era.  According to Chivas press releases, it became a firm favourite with [[Frank Sinatra]] and the rest of the [[Rat Pack]], but no independent source has ever been cited to support the claim.<ref name="Superbrands"/> Sinatra requested Chivas Regal as well as many other spirit brands backstage at performances,<ref>[http://www.post-gazette.com/magazine/19990108backstage4.asp Catering company dishes out fine food and gossip in 'Backstage Passes'<!-- Bot generated title -->]</ref> and Chivas sponsored Frank Sinatra's Diamond Jubilee Tour in 1990.

The company Chivas Brothers was able to buy the Strathisla Distillery which produces the [[Strathisla Single Malt]], and is used within 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 became widely available in China, whereas with the US in the early 20th century, the economic boom is driving demand for luxury goods. Chivas Regal is now the most popular premium spirit brand 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 others.

'''2007''': Chivas Regal sales reach a record high of over 4.4 million 9 litre cases.

'''2009''': According to the whisky writer Jim Murray,<ref>Jim Murray, 'Jim Murray's Whisky Bible, 2009', (2008) ISBN 978-0-9554729-3-0, page 248</ref> Chivas Regal 12 is "not remotely in the same league as in the '70s and early '80s... how on earth can a 12-year old blend with so many whiskies for inclusion be so unremittingly dull?" and states that Chivas Regal lacks the strong character of a single malt.  

==Strathisla distillery==
[[Image:Scotland Strathisla distillery.jpg|thumb|right|]]
The home of Chivas Regal and location of its visitor centre is located at the Strathisla distillery, which is the oldest working distillery in the Highlands of Scotland - [[Strathisla Single Malt|Strathisla Distillery]], located in [[Speyside]].

The Strathisla distillery is owned by Chivas Brothers, and a quantity of the [[Strathisla Single Malt]] is used within the Chivas Regal blend.  

[[Strathisla Single Malt]]s have a natural sweetness and help to define the taste of Chivas Regal. 

==Marketing==
In 2009, Chivas Regal launch 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]], [[Beyonce]]’s, and [[Christina Aguilera]]’s tours in Asia.{{Citation needed|date=December 2009}}

==References==
{{reflist}}

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 *[http://www.superbrands.easysite.org/files/ChivasRegal_4072.pdf History of Chivas Regal from Superbrands.com]
* ''"Scotland of Today"'' Published May 3, 1890.

==External links==
{{Commons category|Chivas Regal}}
*[http://www.chivas.com Chivas Regal Official site]
*[http://www.maltwhiskydistilleries.com/Distilleries/Welcome/Strathisla/tabid/65/Default.aspx Strathisla Distillery, home of Chivas Regal]
*[http://www.superbrands.easysite.org/files/ChivasRegal_4072.pdf History of Chivas Regal from Superbrands.com]
*[http://www.whisky-distilleries.info/Strathisla_EN.shtml Whisky Distilleries]
*[http://www.uisge.com/wt/d/strathisla.html Strathisla Distillery]
*[http://www.pernod-ricard.com Pernod Ricard Parent Company Homepage]

[[Category:Scottish blended whisky]]
[[Category:Pernod Ricard brands]]
[[Category:1801 introductions]]
[[Category:Royal Warrant Holders]]

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