Chivas whisky, the market innovator in European countries and Asia pacific

If there is a particular whisky that is identified throughout Asia pacific as a high quality scotch whisky then it must be the Chivas whisky. This premium whisky is created by the Chivas borthers which in return is actually owned by Pernod Ricard. Chivas whisky at this time is the market innovator in whiskies aged 12 years or more. In fact the sales happen to be progressively developing from the year 2002 to 2011.

Chivas Regal Scotch whisky had been first released in the year 1801 in Aberdeen, Scotland at the Strathisla Distillery in the Speyside region of Scotland.

There are generally 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 mixed with whisky provides a taste that reminds you about honey and ripe apples while on the palate it feels round and creamy. There are also ideas of hazelnut and butterscotch in the taste. The 18 year old mixed with whisky is matured for at least 18 years before it is bottled and tastes of orange and chocolates. On the smell it comes across as being citrus, spices and fruits. When on the palate you get spicy taste. Chivas Regal 25 year old is matured for 25 years or even more and tastes of apricot and peach.

There is longer story behind this famous drink. It had been launched by the Chivas brothers in the year 1801. They launched a shop that sold spices, Caribbean rum, coffee, and various other food stuff to prosperous purchasers. In the year 1842 just after the visit of Queen Victoria to Scotland they were required to provide goods to the royal family at Balmoral Castle. And in the year 1843 they were awarded the sought after royal warrant to offer commodities to the Queen.

As their good reputation progressed, shoppers often potential and affluent, would request them to offer smooth whisky. Hence, in the year 1850 James Chivas began to mix whiskies to create smooth whisky that would suit his affluent potential customers taste. He created a proprietary brand Chivas Brothers and manufactured the first mixed with scotch whisky “Royal Glen Dee. This was shortly followed by another whisky the “Royal Strathythan”.

By the early 1900s the economy in the U.S was blossoming and to capture this market the Chivas brothers came to the conclusion to produce an aged whisky and it was known as Chivas Regal. In the year 1909 Chivas Regal 25 year old had been introduced and premium brand and soon captured the imagination of the Americans. They continued to appreciate awesome success till prohibition put a spoke in the wheel in 1920.

Seagrams decided to buy the Chivas Regal brand in the year 1949 and used their tremendous marketing and sales network to further promote this top quality whisky. When the prohibition was first lifted and the Second World War was over Chivas introduced their 12 year old. Nowadays Chivas Regal had become highly popular and had a large loyal customer base. Among its highly prominent consumers was the excellent Frank Sinatra.

As soon as the 20th century ended they actually had 18 year old and 25 year old added to their list. Because of the split up of the Seagrams Group, Chivas had been bought by Pernod Ricard in the year 2000 and it remains to be with them to this day.

Chivas whisky has constantly performed perfectly and has got received a couple of awards and medals at spirits competitions. For the San Francisco World spirit contest it won the gold medal in the year 2006 and 2008.