and John Chivas' ambition was 'to provide customers with products
of the highest quality.' Because the Single Malts of the time
were harsh and often poorly matured, they dreamt of creating
a whisky that could be easily appreciated and shared amongst
friends. This was soon realised as the store in Aberdeen became
an Epicurean delight. As well as scouring the Highlands and
Lowlands in their search for fine things for their wealthy clientele
to eat and drink, they provided products from all across the
world - rich coffee, exotic spices, the finest French Brandies
and rums from the Caribbean. They found however that they were
unable to provide a whisky that met their exacting standards.
Blending together only the finest aged whiskies, they produced
a smooth and generous product that was very different to others
available at the time. Word of their new whisky soon spread.
And before long it became unthinkable for a host to entertain
guests without a bottle of their whisky in his hand. It was
this passion for blending superb whiskies and years of perfecting
their art, that led to the creation of the ultimate blend, that
of Chivas Regal.
When Queen Victoria began entertaining guests at her Balmoral
Estate in Scotland, the search immediately began for a discrete
and reliable supplier who could provide the finest food, liqueurs
and spirits. Before long, in 1843, James Chivas received a letter
announcing that, due to their excellent service, Chivas Brothers
had been granted a Royal Warrant to supply goods to the Queen
Victoria. It was the start of a long and harmonious relationship
between Chivas Brothers and the Royal family.
The start of the 20th Century and America was in the full glory
of cultural adolescence, bursting with energy and optimism.
Construction was booming and New York was fast catching up with
London, the theatre capital of the world, gaining in clout,
size and sophistication . This is when Chivas Regal was created,
targeted at this fast expanding Northern American market. It
entered the market in the Autumn of 1909 and by December 1909,
the Chivas Brothers agents were already wiring Aberdeen requesting
more stock of Chivas Regal. By May 1910, less than one year
after entering the market, Chivas Regal had become the most
talked about of new imported consumer goods among the well-to-do
stratum of New York Society.
Chivas Regal is justifiably proud of its Scottish ancestry,
but the real secret of this iconic whisky and its commercial
success lies across the Atlantic. It's here that James and John
Chivas' vision met the American people's growing appetite for
life - and the rest, as they say, is history.
Turn of the century America was a land of unrivalled opportunity.
Fortunes were built in a matter of years and everything seemed
possible. Chivas Regal, with its smooth generous taste, seemed
to embody the quality and craftsmanship that the 'new' Americans
still held in high regard from the 'old world' and was quickly
adopted in the finest homes throughout the USA. Initially the
brand lacked the outward, luxury presentation that American
consumers were looking for. But this was soon solved by the
development of the distinctive packaging that remains to this
day for Chivas Regal 12 Year Old. A special, silver carton indented
with heraldic symbols, reflecting its noble Scottish lineage
and the chivalry of the ancient Scottish Clans. A prelude to
the rich and generous whisky that lies inside.
After World War II, America was once again a land of incredible
optimism and razzmatazz. The war had been won and America was
experiencing a new age of prosperity. These were the Golden
Years: America was changing dramatically. Affluence had brought
worldly success, and now that attention was firmly on fun and
living life to the full. The "Rat Pack" captured the
mood of this era more than anyone. And at the heart of it all??..
Frank Sinatra, Dean Martin, Sammy Davis Jr and the rest. Cooler
than the ice in a heavy tumbler of Chivas Regal, wise guys every
one of them, sizing everyone up, then giving them the golden
tap on the shoulder and bringing them in. They performed on
stage together, acted together and partied together. Chivas
Regal soon became a symbol of their exuberant lifestyle - a
luxury that seemed to mirror both their enthusiasm for life
and the underlying quality that provided the foundation for
Chivas Regal is often described as the smoothest Scotch whisky
in the world. It's the ultimate testament to the work of the
Master Blender whose quest is to carry on the vision of James
and John Chivas. Master Blender Colin Scott states, "I'm
one of a long line of Master Blenders at Chivas Brothers and
as such I am the guardian of their unique style of whisky. I'm
fortunate to be able to draw upon such an unrivalled stock of
ageing whisky. One of the most extensive in the whole of Scotland."
James and John Chivas had a vision to create a blended whisky
to be enjoyed and shared. It's a vision that was fulfilled years
later - in the form of Chivas Regal. Their inspiration is still
ever present today. Chivas Regal is the world's favourite premium
whisky - enjoyed in over 200 countries. So wherever you are,
you'll find Chivas Regal at the heart of almost any occasion
where good times are being shared with friends. Welcome to 'The
Courtesy of Chivas
12 YEAR OLD
BLENDED SCOTCH WHISKY
Chivas Regal 12 year old is a whisky you can enjoy
anywhere, at any time because it is easy to appreciate
and share. It has a renowned smoothness, and a honeyed,
Nose: An aromatic
infusion of wild herbs, heather, honey, and orchard
Taste: Round and creamy
on the palate, Chivas Regal has a full, rich taste
of honey and ripe apples, with vanilla, hazelnut and
Finish: Rich and lingering.
18 YEAR OLD
BLENDED SCOTCH WHISKY
Chivas Regal 18 year old gives you an intensely rewarding
and luxurious whisky experience because it is made
from hand-selected whiskies of exceptional richness.
Colour: Intense, dark
aromas of dried fruits, spice and buttery toffee.
rich and smooth, Chivas 18 has a velvety, dark chocolate
palate, with elegant floral notes and a wisp of sweet
Finish: A magnificently long, warm and memorable
Speyside is a magical place, with a unique natural environment
that makes it the perfect location to produce the smooth,
rounded malt whiskies that lie at the heart of the Chivas
Regal blend. One of the most important of these Speyside malts
Strathisla is produced at the oldest, and arguably the most
beautiful distillery in the Highlands of Scotland - Strathisla
Distillery. Strathisla has always been essential to ensure
the rich and generous taste of Chivas Regal. This, and many
other fine malts from throughout Scotland, are brought together
with the highest quality grain whiskies to produce Chivas
Regal. James and John Chivas never actually owned the distillery
themselves. Finally in 1950, the company was finally able
to purchase the distillery, thereby safeguarding the precious
stocks of Strathisla single malt whisky for Chivas Regal.
Visit the Strathisla Distillery The visit
to the Strathisla Distillery includes free coffee and shortbread,
visitor handbook, self guided tour of the distillery, opportunity
to nose a range of whiskies, a complimentary dram of Strathisla
Single Malt Scotch Whisky or Chivas Regal, souvenir brochure,
29th March to 29th Oct 2010
Mon to Sat 09.30 – 16.00
Sun 12.00 – 16.00
Winter 1st Nov to 17th Dec 2010 - Distillery shop only
Mon to Fri
09.30–12.30 & 13.30–16.00
£5 (under 18 free)
Children under the age of 8 are not permitted in production
areas, but are welcome in the visitor centres.
The Ultimate Chivas Experience
Saturday 12:00 noon to 15:00
This exclusive tutored tasting takes place in the private
oak-panelled boardroom at Strathisla and show-cases Chivas
Brothers most prestigious premium blended whiskies. The Art
of the Master Blender comes to life when you are taken through
the range that includes Chivas Regal 18 and 25 years old,
Royal Salute 21 year old and the ultra premium, 100 Cask Selection.
An experience not to be missed.
Straight From The Cask
Sunday 12:00 noon to 15:00
This in-depth tour of one of Scotland's oldest distilleries
takes you on a journey from spirit to cask, and culminates
with the unique experience of sampling five of Chivas Brothers
Cask Strength Edition single malt whiskies. A fascinating
journey of some of the finest malt whisky names from Speyside!.
This is the only tour in Scotland offering all cask strength
Cost of each individual tour (The Ultimate Chivas
Experience & Straight From The Cask): £25
Pre-booking is essential due to limited availability. (over
Just off A96 in the centre of Keith, approximately 300 metres
from Keith train station.