Chivas Regal is a blended Scotch whisky produced by the Chivas Brothers subsidiary of Pernod Ricard in Scotland.

History

Chivas Regal was created in 1909 by Chivas Brothers Master Blender Charles Stewart Howard as a 25-year-old luxury whisky. 1939 saw the debut and continued success of Chivas Regal 12 YO Blended Scotch in the US at what was to become a global standard proof value of 75 degrees, i.e., 42.8% ABV. (The Americans mark it as 86 proof as they double the ABV to arrive at proof value.) Henceforth, quality, age (generally 12 years), cost (high), popularity (sales) and demography (high-end) would define a 'Premium' Scotch Whisky. In 1997, the Chivas Regal range was expanded with the launch of much older whiskies like the Chivas Regal 18 year old, and in 2007 the new Chivas Regal 25. Other expressions followed, like the Mizunara in 2014, The Icon in 2015 and the XV in 2018. In 2001, Pernod Ricard acquired Chivas Brothers. Its sales grew by 61% between 2002 and 2008. In global terms, Chivas Regal recorded volume sales of 4.9 million nine-litre cases in 2012 and 2013, but sales decreased to 4.4 million cases in 2015. It has been the world's fourth best selling Scotch whisky since 2016. Chivas Regal has been the market-leading Scotch whisky aged 12 years and older in Europe and Asia Pacific.

Product line

Strathisla distillery

Strathisla distillery in Speyside is home to Chivas Regal and its visitor centre. Founded in 1786 as Milton/Miltown distillery, it is the oldest working distillery in the Highlands of Scotland. The Strathisla single malt is the core malt whisky in all Chivas Regal blends, buttressed by malts from Longmorn, The Glenlivet, Allt-a-Bhainne, Miltonduff Distillery and Braes of Glenlivet (now Braeval) among other distilleries, and grain from Strathclyde distilleries in the Lowlands.

Awards

Chivas Regal whiskies have performed well at international spirit ratings competitions. In 2013, the San Francisco World Spirits Competition jury awarded its Double Gold Medals to the Chivas Regal 18yr, 21yr and 25yr whiskies.

San Francisco World Spirits Competition annual ratings

In popular culture and sponsorships