CHIVAS REGAL THE ICON
The history of Chivas Brothers can be traced back to a grocery store established in Aberdeen in 1801. As the business grew, Chivas Brothers quickly gained a reputation for supplying goods, provisions and malt whiskies of the highest quality to their customers. With the advent of grain whisky in the 1830s, James Chivas begins the tradition of laying down casks of fine Scotch whiskies in the shop’s cellar for their aged blends.
James and John Chivas pioneer the art of selecting and blending many aged malt and grain whiskies in the Chivas house style of smoothness, richness and harmony of flavours. These traditions were then passed down the generations, and are still carefully guarded today. The 1860 Spirits Act brought benefits to the Scotch whisky industry by permitting the blending of whiskies in warehouse. This confirmed the Art of Blending as an established technique and was the beginning of the great blended Scotch business we have today.
Chivas Regal 25 Year Old is launched in 1909 as the world’s first luxury whisky. This exceptional 25-year-old blend is shipped to New York where it is enthusiastically received amongst the social elite of Manhattan. The fame of Chivas Regal 25 Year Old soon spreads across North America in this new era of exuberance. In 1949, Chivas Regal 12 Year Old goes international and is supported by exceptional advertising campaigns in publications such as The New Yorker. Chivas starts to grow and within three decades becomes the global icon it still is today.
And now, only released in limited quantities each year, Chivas Regal The Icon is the pinnacle of the Chivas Regal range. A deep, complex blend of more than 20 of Scotland’s rarest whiskies, it includes some from distilleries now lost forever. A skilfully balanced blend presented by Colin Scott in a handcrafted crystal decanter, it is a symbol of luxury for a new era.