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Chivas whisky, the market leader in Europe and Asia pacific


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If there is one whisky that is established through out Asia pacific as a top quality scotch whisky then it should be the Chivas whisky. This premium whisky is generated by the Chivas borthers which in turn is managed by Pernod Ricard. Chivas whisky currently is the market innovator in whiskies aged 12 years or longer. Actually the sales happen to be progressively rising from the year 2002 to 2011.

Chivas Regal Scotch whisky was basically first manufactured in the year 1801 in Aberdeen, Scotland at the Strathisla Distillery in the Speyside region of Scotland.

There are mainly three main whiskies from this family and they are Chivas Regal 12 year old, Chivas Regal 18 year old and Chivas Regal 25 year old. The 12 year old mixed with whisky includes whisky bourbon a taste that reminds you about honey and ripe apples even while on the palate it seems round and creamy. There are even suggestions of hazelnut and butterscotch in the taste. The 18 year old blended whisky is matured for at least 18 years before it is bottled and tastes of orange and chocolates. On the smell it seems citrus, spices and fruits. Whereas on the palate you get spicy taste. Chivas Regal 25 year old is aged for 25 years or longer and tastes of apricot and peach.

There is long history behind this famous drink. It was basically initiated by the Chivas brothers in the year 1801. They initiated a retail store that offered spices, Caribbean rum, coffee, and many other food stuff to wealthy customers. In the year 1842 following the visit of Queen Victoria to Scotland they were asked to deliver groceries to the royal family at Balmoral Castle. And in the year 1843 they were given the coveted royal warrant to deliver products to the Queen.

As their track record grew, potential customers often prosperous and affluent, would ask them to offer smooth whisky. And so, in the year 1850 James Chivas started out to combine whiskies to produce smooth whisky that would suit his affluent shoppers taste. He created a proprietary brand Chivas Brothers and made the first blended with scotch whisky “Royal Glen Dee. This was shortly accompanied by another whisky the “Royal Strathythan”.

By the early 1900s the economy in the U.S was successful and to capture this market the Chivas brothers chose to create an aged whisky and it was basically called Chivas Regal. In the year 1909 Chivas Regal 25 year old was basically announced and premium brand and eventually seized the imagination of the Americans. They persisted to take pleasure in excellent success till prohibition put a spoke in the wheel in 1920.

Seagrams decided to buy the Chivas Regal brand in the year 1949 and applied their huge marketing and sales network to further present this high quality whisky. By the time the prohibition was first lifted and the Second World War ended Chivas released their 12 year old. Nowadays Chivas Regal had turn out to be pretty popular and had a large loyal customer base. Among its incredibly widely known potential customers had been the excellent Frank Sinatra.

As soon as the 20th century ended they actually had 18 year old and 25 year old added to their list. Due to the separation of the Seagrams Group, Chivas was first decided to buy by Pernod Ricard in the year 2000 and it continues to be with them to this day.

Chivas whisky has constantly performed well and offers received quite a few awards and medals at spirits competitions. At the San Francisco World spirit competition it won the gold medal in the year 2006 and 2008.