PRODUCT Once the grain and malt blends are judged Selling more than 30 million bottles every year, to be ready by the , the two are someone somewhere is enjoying a mixed and the now-completely blended is every couple seconds, 24 hours a day, 365 days then returned to cask for further maturation and a year. A testament to its popularity, blended assimilation of flavour. Aged for between twelve whisky now accounts for 94% of whisky sales and 40 years in either European oak casks formerly worldwide, and Chivas Regal is the discerning used for ageing sherry or American oak casks consumer’s preferred luxury whisky. formerly used for ageing bourbon, this variety of Scotch come in three varieties: malt distillation and ageing processes allows for almost whiskies, grain whiskies, and blended whiskies. infinite variation in whisky’s flavour and aroma. Each malt and selected for a blend has an individual character and flavour. Malt RECENT DEVELOPMENTS whiskies from the Highlands have fruity, spicy Acclaim for the excellence of its products is not characters; Lowlands whiskies have light, new to Chivas Brothers. Introduced in 1997, gentle, floral notes; and those from Islay the eighteen-year-old Chivas Regal has won MARKET blend are always available. prominence with the interest in all things Scottish have powerful smoky, pungent qualities. numerous awards, including gold medals at Relaxing after a hard day at the archaeological In 1953, with the North American post-war as a result of the Queen’s frequent stays at However, it is Speyside’s famous malt the International Spirits Challenge and the dig or at the stock exchange with a welcome economy booming and optimism and confidence Balmoral. whiskies that provide the gentle smoothness International and Spirit Competition glass of something on, or off, the rocks has at a new high, Sam Bronfman, the new Canadian History also played its role in raising Chivas and richness that forms the backbone of (IWSC) in 1998, the first time it was been a part of the life of achievement in Egypt owner of the company introduced , Brothers’ whiskies to pre-eminence when Chivas Regal. entered in either. for a very long time. In the nineteenth century a 21-year-old blended capable blight struck the vines of France destroying the The ultimate work in the blending of Chivas Brothers have won a number of British visitors to the country brought their of surpassing the already legendary quality vineyards that produced and Armagnac. a classic whisky is a matter of art and prestigious industry awards. They include luxury liquors with them, and these stayed on of the original Chivas Regal twelve-year-old The finely blended whiskies of Chivas Brothers experience. For master blender Colin Distiller of the Year 2003 at the IWSC, as to become part of the successful lifestyle in the blend. Introduced to fitted nicely into Scott, creator and guardian of Chivas well as the IWSC trophy for the second Middle East’s largest city. With a relatively narrow commemorate the the vacuum left in Regal, premium blended Scotch year running for “Best Blended Scotch market range of alcoholic beverages, Egypt’s coronation of Queen the drinks menu of whisky is a living thing, an organic Whisky” for Royal Salute 21-year- purchases tend to be more oriented to the high Elizabeth II in Great Europe by the lack combination of whiskies, casks and old, and the IWSC trophy for “Best end of the scale. Chivas Regal is to be found in Britain, Americans were of French products. people. Much more than a recipe Single Malt Whisky under 12 years every well-appointed hotel, resort, or restaurant ready to celebrate their Although illegal handed down over the generations, old” for Aberlour ten-year-old. in the country, as well as in the homes of many prosperity and Chivas until 1823, malt it is a subtle mix of science and The Glenlivet twelve-year- successful citizens. Regal 12 was ready with liquors were the art, a constant process of creating, old French Oak BRAND VALUES Chivas Regal is recognised as one of the few the right toast to the primary type of tweaking and monitoring during the Finish, The Glenlivet Chivas Brothers products emphasize their global spirits brands and is the world’s most times. whisky available, triple-blending process. eighteen-year-old and association with enjoying special, unusual prestigious premium blended whisky. Led by This new achievement with a great deal Chivas Regal master blender is fifteen- moments in life. They emphasize the social Chivas Regal, Chivas Brothers’ portfolio includes was again manageable of variation in the third generation of his family year-old were also interaction that brings these satisfying moments Royal Salute and a range of eight other blended due to the extraordinary taste from one to engage in this demanding awarded gold medals. and the spontaneous choices that often bring whiskies. As well, it holds the number one depth of the Chivas still to another, occupation. The blends are Chivas Brothers them forth. The wealth of sensory experience Brothers’ stores of malt and from one comprised of two separate initial also achieved involved in a special glass of whisky draws forth and grain whiskies, region of blends of grain whiskies and malt notable awards in images of people enjoying the company of others a matter that has not to another. Many whiskies, which are returned to casks to 2002, including the in circumstances that are themselves infused been left to chance. of these whiskies mature. The initial blends for Chivas Regal, Royal International Spirits with feeling. The company’s whiskies are rich and Since the 1950s, Chivas featured strong, Salute, and Chivas Regal 18 are naturally different Challenge trophy for warm, bringing forth echoes of fine companions, Brothers have acquired smoky flavours and of varying rarity and age at the beginning “Best Scotch Single Malt” for The Glenlivet Cellar interesting pursuits and fulfilling relationships. eleven malt distilleries produced through of the blending process. For Chivas Regal 18, Collection 1959 single malt. including Strathisla, The the particular casks are chosen by the master blender for their www.chivas.com Glenlivet, Glen Grant distillation process particular characteristics and, once blended, PROMOTION and Longmorn, among or the choice of whiskies are re-casked and left to marry to Chivas Brothers’ promotional campaign “The others. Chivas Brothers wooden vats for achieve the richness of the final whisky. Chivas Life” catches those exquisite moments in currently own eleven storage, while others, life when friends stop to enjoy Speyside distilleries, most notably from a special pause in a special ensuring the supply the Speyside region, place with a special beverage. of the fine single malt were lighter and The extraordinary whisky is whiskies that go into the smoother. the natural accompaniment to Chivas blends. Commercial distillation of grain whisky was the unmatched pleasure of a Chivas Regal 18, introduced in 1997, has not developed until 1830, resulting in a much day at sea, a moment dancing, extended the Chivas Brothers tradition with a lighter-flavoured whisky. Chivas Brothers chose or an afternoon ice fishing in a unique blend of eighteen-year-old whiskies. Each from among the malt whiskies and mixed in grain pristine spot. The richness and bottle is individually numbered so that it can be whiskies to find a middle ground that had the lightness of the whisky mirrors traced back to the original casks from which it richness of the malt and some of the lightness of the shared sensory experience was initially blended. the grain. In addition, the choice of predominantly and light mood. Things you didn’t know about Speyside whiskies for the malt component Other promotional activities HISTORY marked the characteristic flavour of Chivas Regal. include sponsoring an after- Chivas Regal Chivas Regal was established as the premium With the twentieth century and the period show program designed to position for malts with eight single malts whiskies. blended whisky at the beginning of the twentieth of high living known as the Roaring Twenties, forge greater links with the Whisky is aged in used casks. European oak casks Two of Chivas Brothers’ single malt whiskies, The century, but even at its debut, it was born of Chivas Regal was well ensconced as the music and film industries; on- originally used for ageing sherry in Spain, and Glenlivet and Glen Grant, are respectively the quality parentage. The Chivas brothers with premium blended whisky of the day. Prohibition premises promotions to train American white oak casks used for ageing second and third most popular worldwide. With partner Charles Stewart had established an in the United States, by eliminating American service employees how to bourbon, are the sources for Chivas Brothers’ a base such as this, it is little wonder that Chivas exclusive grocery business in the early nineteenth competition to Chivas Regal, simply increased the best serve Chivas Brothers casks. The wood and previous contents of an Regal and Royal Salute are market leaders. century and by 1843, they had been granted value of this already esteemed product. Canny products; guide lines; gift individual cask are important influences on the a royal charter businessmen of the day, who had laid down stocks sets and presentation box colour and taste of the whisky. ACHIEVEMENTS from Queen to survive the drought foreshadowed by earlier sets. In autumn 2001 Chivas From the outset, Chivas Regal set the bar in the Victoria and pro-Prohibition votes, found a ready market. Brothers staged the Chivas When it is judged that a cask will no longer add quest for the perfect blended whisky. During Prince Albert After World War II, Chivas Brothers’ position 200, an internet charity auction to the flavour or colour of the whisky, it is the nineteenth century, brothers James and John to provide was re-affirmed with its production of Royal hosted by eBay, in honour of discarded. Chivas laid down hundreds of casks of excellent household Salute, a 21-year-old blended whisky the creation the company’s bicentennial. The unique tastes of Chivas Regal and Royal malt and grain whiskies from many Scottish stocks for of which was made possible by the vast stocks Auctioning extraordinary items Salute are the responsibility of Colin Scott, distilleries with the goal of creating a premium the castle of fine single malt and grain whiskies laid down such as a balloon trip with Chivas Brothers’ master blender, who is the blend. With this vast resource as a base, their at Balmoral. by the Chivas brothers years earlier. Creation Virgin’s Richard Branson and an third generation of his family to work in the own discerning palates, and the patronage of the This naturally and acquisition of distilleries followed during the electric guitar signed by Sting, whisky business. royal family, the Chivas Regal blend soon set the included Chivas 1950s and 1970s, with Pernod Group the auction donated funds to standard among blended Scotch whiskies. This Brothers’ buying Chivas Brothers in 2001. Throughout the Rainforest Foundation, The master blender checks each cask of whisky tradition of assembling the finest of malt and blended all of this growth and change Chivas Regal has Oxfam, CARE, and the Make to be aged and blended. He also assesses the grain whiskies has continued from the outset, whiskies, items remained the reference in the blended premium a Wish Foundation, among progress of the maturation process and the ensuring that the raw ingredients of their special that grew to whisky category. numerous charities. finished product before it is bottled.

22 SUPERBRANDS PRODUCT Once the grain and malt blends are judged Selling more than 30 million bottles every year, to be ready by the master blender, the two are someone somewhere is enjoying a Chivas Regal mixed and the now-completely blended whisky is every couple seconds, 24 hours a day, 365 days then returned to cask for further maturation and a year. A testament to its popularity, blended assimilation of flavour. Aged for between twelve whisky now accounts for 94% of whisky sales and 40 years in either European oak casks formerly worldwide, and Chivas Regal is the discerning used for ageing sherry or American oak casks consumer’s preferred luxury whisky. formerly used for ageing bourbon, this variety of Scotch whiskies come in three varieties: malt distillation and ageing processes allows for almost whiskies, grain whiskies, and blended whiskies. infinite variation in whisky’s flavour and aroma. Each malt and grain whisky selected for a blend has an individual character and flavour. Malt RECENT DEVELOPMENTS whiskies from the Highlands have fruity, spicy Acclaim for the excellence of its products is not characters; Lowlands whiskies have light, new to Chivas Brothers. Introduced in 1997, gentle, floral notes; and those from Islay the eighteen-year-old Chivas Regal has won MARKET blend are always available. prominence with the interest in all things Scottish have powerful smoky, pungent qualities. numerous awards, including gold medals at Relaxing after a hard day at the archaeological In 1953, with the North American post-war as a result of the Queen’s frequent stays at However, it is Speyside’s famous malt the International Spirits Challenge and the dig or at the stock exchange with a welcome economy booming and optimism and confidence Balmoral. whiskies that provide the gentle smoothness International Wine and Spirit Competition glass of something on, or off, the rocks has at a new high, Sam Bronfman, the new Canadian History also played its role in raising Chivas and richness that forms the backbone of (IWSC) in 1998, the first time it was been a part of the life of achievement in Egypt owner of the company introduced Royal Salute, Brothers’ whiskies to pre-eminence when Chivas Regal. entered in either. for a very long time. In the nineteenth century a 21-year-old blended Scotch whisky capable blight struck the vines of France destroying the The ultimate work in the blending of Chivas Brothers have won a number of British visitors to the country brought their of surpassing the already legendary quality vineyards that produced Cognac and Armagnac. a classic whisky is a matter of art and prestigious industry awards. They include luxury liquors with them, and these stayed on of the original Chivas Regal twelve-year-old The finely blended whiskies of Chivas Brothers experience. For master blender Colin Distiller of the Year 2003 at the IWSC, as to become part of the successful lifestyle in the blend. Introduced to fitted nicely into Scott, creator and guardian of Chivas well as the IWSC trophy for the second Middle East’s largest city. With a relatively narrow commemorate the the vacuum left in Regal, premium blended Scotch year running for “Best Blended Scotch market range of alcoholic beverages, Egypt’s coronation of Queen the drinks menu of whisky is a living thing, an organic Whisky” for Royal Salute 21-year- purchases tend to be more oriented to the high Elizabeth II in Great Europe by the lack combination of whiskies, casks and old, and the IWSC trophy for “Best end of the scale. Chivas Regal is to be found in Britain, Americans were of French products. people. Much more than a recipe Single Malt Whisky under 12 years every well-appointed hotel, resort, or restaurant ready to celebrate their Although illegal handed down over the generations, old” for Aberlour ten-year-old. in the country, as well as in the homes of many prosperity and Chivas until 1823, malt it is a subtle mix of science and The Glenlivet twelve-year- successful citizens. Regal 12 was ready with liquors were the art, a constant process of creating, old French Oak BRAND VALUES Chivas Regal is recognised as one of the few the right toast to the primary type of tweaking and monitoring during the Finish, The Glenlivet Chivas Brothers products emphasize their global spirits brands and is the world’s most times. whisky available, triple-blending process. eighteen-year-old and association with enjoying special, unusual prestigious premium blended whisky. Led by This new achievement with a great deal Chivas Regal master blender is Longmorn fifteen- moments in life. They emphasize the social Chivas Regal, Chivas Brothers’ portfolio includes was again manageable of variation in the third generation of his family year-old were also interaction that brings these satisfying moments Royal Salute and a range of eight other blended due to the extraordinary taste from one to engage in this demanding awarded gold medals. and the spontaneous choices that often bring whiskies. As well, it holds the number one depth of the Chivas still to another, occupation. The blends are Chivas Brothers them forth. The wealth of sensory experience Brothers’ stores of malt and from one comprised of two separate initial also achieved involved in a special glass of whisky draws forth and grain whiskies, region of Scotland blends of grain whiskies and malt notable awards in images of people enjoying the company of others a matter that has not to another. Many whiskies, which are returned to casks to 2002, including the in circumstances that are themselves infused been left to chance. of these whiskies mature. The initial blends for Chivas Regal, Royal International Spirits with feeling. The company’s whiskies are rich and Since the 1950s, Chivas featured strong, Salute, and Chivas Regal 18 are naturally different Challenge trophy for warm, bringing forth echoes of fine companions, Brothers have acquired smoky flavours and of varying rarity and age at the beginning “Best Scotch Single Malt” for The Glenlivet Cellar interesting pursuits and fulfilling relationships. eleven malt distilleries produced through of the blending process. For Chivas Regal 18, Collection 1959 single malt. including Strathisla, The the particular casks are chosen by the master blender for their www.chivas.com Glenlivet, Glen Grant distillation process particular characteristics and, once blended, PROMOTION and Longmorn, among or the choice of whiskies are re-casked and left to marry to Chivas Brothers’ promotional campaign “The others. Chivas Brothers wooden vats for achieve the richness of the final whisky. Chivas Life” catches those exquisite moments in currently own eleven storage, while others, life when friends stop to enjoy Speyside distilleries, most notably from a special pause in a special ensuring the supply the Speyside region, place with a special beverage. of the fine single malt were lighter and The extraordinary whisky is whiskies that go into the smoother. the natural accompaniment to Chivas blends. Commercial distillation of grain whisky was the unmatched pleasure of a Chivas Regal 18, introduced in 1997, has not developed until 1830, resulting in a much day at sea, a moment dancing, extended the Chivas Brothers tradition with a lighter-flavoured whisky. Chivas Brothers chose or an afternoon ice fishing in a unique blend of eighteen-year-old whiskies. Each from among the malt whiskies and mixed in grain pristine spot. The richness and bottle is individually numbered so that it can be whiskies to find a middle ground that had the lightness of the whisky mirrors traced back to the original casks from which it richness of the malt and some of the lightness of the shared sensory experience was initially blended. the grain. In addition, the choice of predominantly and light mood. Things you didn’t know about Speyside whiskies for the malt component Other promotional activities HISTORY marked the characteristic flavour of Chivas Regal. include sponsoring an after- Chivas Regal Chivas Regal was established as the premium With the twentieth century and the period show program designed to position for malts with eight single malts whiskies. blended whisky at the beginning of the twentieth of high living known as the Roaring Twenties, forge greater links with the Whisky is aged in used casks. European oak casks Two of Chivas Brothers’ single malt whiskies, The century, but even at its debut, it was born of Chivas Regal was well ensconced as the music and film industries; on- originally used for ageing sherry in Spain, and Glenlivet and Glen Grant, are respectively the quality parentage. The Chivas brothers with premium blended whisky of the day. Prohibition premises promotions to train American white oak casks used for ageing second and third most popular worldwide. With partner Charles Stewart had established an in the United States, by eliminating American service employees how to bourbon, are the sources for Chivas Brothers’ a base such as this, it is little wonder that Chivas exclusive grocery business in the early nineteenth competition to Chivas Regal, simply increased the best serve Chivas Brothers casks. The wood and previous contents of an Regal and Royal Salute are market leaders. century and by 1843, they had been granted value of this already esteemed product. Canny products; guide lines; gift individual cask are important influences on the a royal charter businessmen of the day, who had laid down stocks sets and presentation box colour and taste of the whisky. ACHIEVEMENTS from Queen to survive the drought foreshadowed by earlier sets. In autumn 2001 Chivas From the outset, Chivas Regal set the bar in the Victoria and pro-Prohibition votes, found a ready market. Brothers staged the Chivas When it is judged that a cask will no longer add quest for the perfect blended whisky. During Prince Albert After World War II, Chivas Brothers’ position 200, an internet charity auction to the flavour or colour of the whisky, it is the nineteenth century, brothers James and John to provide was re-affirmed with its production of Royal hosted by eBay, in honour of discarded. Chivas laid down hundreds of casks of excellent household Salute, a 21-year-old blended whisky the creation the company’s bicentennial. The unique tastes of Chivas Regal and Royal malt and grain whiskies from many Scottish stocks for of which was made possible by the vast stocks Auctioning extraordinary items Salute are the responsibility of Colin Scott, distilleries with the goal of creating a premium the castle of fine single malt and grain whiskies laid down such as a balloon trip with Chivas Brothers’ master blender, who is the blend. With this vast resource as a base, their at Balmoral. by the Chivas brothers years earlier. Creation Virgin’s Richard Branson and an third generation of his family to work in the own discerning palates, and the patronage of the This naturally and acquisition of distilleries followed during the electric guitar signed by Sting, whisky business. royal family, the Chivas Regal blend soon set the included Chivas 1950s and 1970s, with Group the auction donated funds to standard among blended Scotch whiskies. This Brothers’ buying Chivas Brothers in 2001. Throughout the Rainforest Foundation, The master blender checks each cask of whisky tradition of assembling the finest of malt and blended all of this growth and change Chivas Regal has Oxfam, CARE, and the Make to be aged and blended. He also assesses the grain whiskies has continued from the outset, whiskies, items remained the reference in the blended premium a Wish Foundation, among progress of the maturation process and the ensuring that the raw ingredients of their special that grew to whisky category. numerous charities. finished product before it is bottled.

22 SUPERBRANDS