Chivas Regal is headquartered in the Strathisla Distillery in the Speyside region of Scotland, UK. It is a world-renowned blended whiskey brand, ranking first in the whiskey markets in Europe and the Asia-Pacific region. Leading position, now owned by Pernod Ricard.
Chivas Brothers was founded in 1801 when John and James Chivas opened a grocery store in Aberdeen. In 1842, during Queen Victoria's first visit to Scotland, Chivas Brothers had the honor of becoming the Royal Food Supplier at Balmoral Castle, and received a Royal Warrant from Queen Victoria the following year. Providing goods for the Queen. In the 1850s, in response to customer demand for whiskey with a smoother taste, James began to try to produce blended whiskey and successively launched Royal Glen Dee and Royal Strathythan.
At the beginning of the 20th century, economic prosperity stimulated the whiskey market in the United States. The Chivas Brothers decided to produce aged blended whiskey and export it to the United States, calling it Chivas Regal. Among them, the Chivas Regal 25 Year Old blended whiskey (Chivas Regal 25 Year Old) launched in 1909 was a success, and Chivas Regal became the leading brand in the American whiskey industry. However, the Prohibition in the 1920s broke this prosperous scene, and Chivas Regal gradually faded from people's sight. In 1938, Chivas Regal returned to the U.S. market after many years of silence, and brought the now-known Chivas Regal Aged 12 Years Blended Scotch Whiskey. In 1949, the Canadian company Seagrams acquired Chivas Regal, and the following year acquired the Milton Distillery and renamed it Strathesela to provide Chivas Regal blended whiskey. Blended single malt whiskey and Chivas Regal’s home base in Keith. By 1960, Chivas Regal had been exported to about 35 countries, of which sales in the United States reached 100,000 boxes. When Seagram split up in 2000, Chivas Regal was sold to Pernod Ricard. Since then, Chivas Regal has launched a series of limited editions and market-exclusive products, including the first Chivas Regal Mizunara Special Edition Blended Scotch Whiskey aged in Japanese oak barrels.
Chivas Regal target market was the upper class of the United States. The whiskey it produced had a complex taste, a higher malt content than most blended whiskeys on the market at the time, and a typical Speyside style. Chivas Regal has long occupied a large share of the whiskey market, and many of its wines have repeatedly won awards in international competitions such as the Scotch Whiskey Masters and the International Wine & Spirit Competition.
Chivas Regal continues to innovate. This year's heavyweight new work - "Chivas Extra 13 Years Gorgeous Play Barrel" series focuses on three different barrel flavors, subverting the imagination of whiskey and inheriting Chivas's bold and frame-breaking brand spirit, challenging the infinite possibilities of whiskey on the taste buds; at the same time, the well-known American contemporary pop artist Greg Gossel was invited to design the wine label and packaging, as always showing the innovative style of "Scottish Prince" Chivas that breaks away from traditional whiskey.
