Chivas Regal Logo — Chivas Regal is a brand of Scotch whiskey produced by the company Chivas Brothers, a subsidiary of Pernod Ricard. It was founded in 1801 in Aberdeen in Scotland and is based in the Distillery Strathisla near Keith in Speyside. Chivas Regal whiskey is more than 12 years of age the most sold in Europe and the area Asia Pacific.
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In 1801, two brothers, James and John Chivas, open a delicatessen at 13 King St, Aberdeen. They sell mainly luxury goods — coffee, exotic spices, French brandies or Caribbean rum — to wealthy clients. In 1842 Chivas Brothers was selected as the supplier of the royal family during the first visit of Queen Victoria at Balmoral Castle. The following year he receives mandate the official title of “Royal provider.”
During the 1850s, faced with a significant customer demand for a more mellow whiskey, Chivas James decided to create his brand of whiskey and begins making his own mixes. The first blend called Royal Glen Dee is launched, followed by a second in the 1860 Royal Strathythan. In 1909, Chivas Brothers launches in the U.S. market, so much cheap luxury goods, with a blend older (25 years old) they call Chivas Regal. It meets a great success but is banned in the 1920s with the introduction of Prohibition. After the Second World War, Prohibition was repealed, Chivas Regal is restarted with the United States in its 12 years of age. It then becomes a fashionable brand associated particularly Frank Sinatra and other Rat Pack.
The company was bought by Seagram in 1949, and then receives a distribution network and a marketing major. The following year, Chivas Brothers acquired the Distillery Strathisla that produces a single malt used in the Chivas Regal blend. Chivas Regal range is expanded in 1997 with the launch of Chivas Regal 18 years, then in 2007 with the return of 25 years. In 2000, Chivas Regal was bought by Pernod Ricard following the bursting of the group Seagram.
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