MARKET Brothers’ stores of malt and grain , a of wooden vats for storage, while others, most Relaxing after a hard day at the archaeological matter that has not been left to chance. Since notably from the Speyside region, were lighter dig or at the stock exchange with a welcome the 1950s, Chivas Brothers have acquired eleven and smoother. glass of something on, or off, the rocks has malt distilleries including Strathisla, The Glenlivet, Commercial distillation of grain was been a part of the life of achievement in Egypt Glen Grant and Longmorn, among others. not developed until 1830, resulting in a much for a very long time. In the nineteenth century Chivas Brothers currently own eleven Speyside lighter-flavoured whisky. Chivas Brothers chose British visitors to the country brought their distilleries, ensuring the supply of the fine single from among the malt whiskies and mixed in grain luxury liquors with them, and these stayed on malt whiskies that go into the Chivas blends. whiskies to find a middle ground that had the to become part of the successful 18, introduced in richness of the malt and some of the lightness of lifestyle in the Middle East’s 1997, has extended the Chivas the grain. In addition, the choice of predominantly largest city. With a relatively Brothers tradition with a unique Speyside whiskies for the malt component narrow market range of alcoholic blend of eighteen-year-old marked the characteristic flavour of Chivas Regal. beverages, Egypt’s purchases tend whiskies. Each bottle is individually With the twentieth century and the to be more oriented to the high numbered so that it can be traced period of high living known as the Roaring end of the scale. Chivas Regal is to back to the original casks from Twenties, Chivas Regal was well ensconced be found in every well-appointed which it was initially blended. as the premium blended whisky of the day. hotel, resort, or restaurant in the Chivas Brothers have been Prohibition in the United States, by eliminating country, as well as in the homes of named as the International American competition to Chivas Regal, simply many successful citizens. Distillers of the Year 2006 at the increased the value of this already esteemed Chivas Regal is recognised as recent International and product. Canny businessmen of the day, who one of the few global spirits brands Spirits Competition Annual Awards. had laid down stocks to survive the drought and is the world’s most prestigious foreshadowed by earlier pro-Prohibition votes, premium blended whisky. Led by Chivas Regal, HISTORY found a ready market. Chivas Brothers’ portfolio includes Royal Salute Chivas Regal was established as the premium After World War II, Chivas Brothers’ position and a range of eight other blended whiskies. As blended whisky at the beginning of the twentieth was re-affirmed with its production of Royal well, it holds the number one position for malts century, but even at its debut, it was born of Salute, a 21-year-old blended whisky the creation with eight single malts whiskies. Two of Chivas quality parentage. The Chivas brothers with of which was made possible by the vast stocks Brothers’ single malt whiskies, The Glenlivet and partner Charles Stewart had established an of fine single malt and grain whiskies laid down Glen Grant, are respectively the second and exclusive grocery business in the early nineteenth by the Chivas brothers years earlier. Creation third most popular worldwide. With a base such century and by 1843, they had been granted and acquisition of distilleries followed during the as this, it is little wonder that Chivas Regal and a royal charter from Queen Royal Salute are market leaders. Victoria and Prince Albert to provide household stocks for the ACHIEVEMENTS castle at Balmoral. This naturally From the outset, Chivas Regal set the bar in the included Chivas Brothers’ quest for the perfect blended whisky. During blended whiskies, items that the nineteenth century, brothers James and John grew to prominence with the Chivas laid down hundreds of casks of excellent interest in all things Scottish as malt and grain whiskies from many Scottish a result of the Queen’s frequent distilleries with the goal of creating a premium stays at Balmoral. blend. With this vast resource as a base, their History also played its role in own discerning palates, and the patronage of the raising Chivas Brothers’ whiskies royal family, the Chivas Regal blend soon set the to pre-eminence when blight standard among blended Scotch whiskies. This struck the vines of France tradition of assembling the finest of malt and destroying the vineyards that grain whiskies has continued from the outset, produced and Armagnac. ensuring that the raw ingredients of their special The finely blended whiskies of blend are always available. Chivas Brothers fitted nicely into In 1953, with the North American post-war the vacuum left in the drinks economy booming and optimism and confidence menu of Europe by the lack of at a new high, Sam Bronfman, the new Canadian French products. owner of the company introduced Royal Salute, Although illegal until 1823, a 21-year-old blended capable malt liquors were the primary of surpassing the already legendary quality of type of whisky available, with a the original Chivas Regal twelve-year-old blend. great deal of variation in taste Introduced to commemorate the coronation of from one still to another, and Queen Elizabeth II in Great Britain, Americans were from one region of to ready to celebrate their prosperity and Chivas Regal another. Many of these whiskies 12 was ready with the right toast to the times. featured strong, smoky flavours This new achievement was again manageable produced through the particular due to the extraordinary depth of the Chivas distillation process or the choice

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