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Now Viewing: Chivas Brothers Whisky
JAMES AND JOHN CHIVAS dreamed of creating a smooth whisky that was perfect for sharing with friends. This is the story of how their dream came true and how their passion led to the creation of Chivas Regal. Chivas Regal 12 Year Old is iconic and probably the most famous whisky in the world. And for good reason. But its success didn't happen by chance. James and John Chivas dreamed of creating a smooth whisky that was perfect for sharing with friends. This is the story of how their dream came true and how their passion led to the creation of Chivas Regal in later times. The origins of Scotch whisky can be traced right back to the beginning of Scottish history. The time of the ancient Scottish Clans. Life could be harsh then and so could the whisky. A fiery young spirit, downed by the gulp. Confronted by a hostile environment, the people and families of the time grouped together and the clans emerged. Self-interest disappeared, transformed into a sense of community. And the role of whisky? To the early Clans it symbolised life itself. Which is why it's called 'Uisge Beatha' in Gaelic, or the 'Water of Life'. At the end of each day Clan members would raise a toast of whisky to the sky, to acknowledge another day of survival. 'Life!' they would cry, and the whisky would burn in their stomachs as a celebration of their continued existence. JAMES AND JOHN CHIVAS' ambition was 'to provide customers with products of the highest quality.' Because the Single Malts of the time were harsh they dreamt of creating a whisky that could be easily appreciated and shared amongst friends. When Queen Victoria began entertaining guests at her Balmoral Estate in Scotland, the search immediately began for a discrete and reliable supplier who could provide the finest food, liqueurs and spirits. Before long, in 1843, James Chivas received a letter announcing that, due to their excellent service, Chivas Brothers had been granted a Royal Warrant to supply goods to the Queen Victoria. It was the start of a long and harmonious relationship between Chivas Brothers and the Royal family. SPEYSIDE is a magical place, with a unique natural environment that makes it the perfect location to produce the smooth, rounded malt whiskies that lie at the heart of the Chivas Regal blend. One of the most important of these Speyside malts is Strathisla. The start of the 20th Century and America was in the full glory of cultural adolescence, bursting with energy and optimism. Construction was booming and New York was fast catching up with London, the theatre capital of the world, gaining in clout, size and sophistication . This is when Chivas Regal was created, targeted at this fast expanding Northern American market. It entered the market in the Autumn of 1909 and by December 1909, the Chivas Brothers agents were already wiring Aberdeen requesting more stock of Chivas Regal. By May 1910, less than one year after entering the market, Chivas Regal had become the most talked about of new imported consumer goods among the well-to-do stratum of New York Society. CHIVAS REGAL is justifiably proud of its Scottish ancestry, but the real secret of this iconic whisky and its commercial success lies across the Atlantic. It's here that James and John Chivas' vision met the American people's growing appetite for life - and the rest, as they say, is history. After World War II, America was once again a land of incredible optimism and razzmatazz. The war had been won and America was experiencing a new age of prosperity. These were the Golden Years: America was changing dramatically. Affluence had brought worldly success, and now that attention was firmly on fun and living life to the full. The Rat Pack captured the mood of this era more than anyone. And at the heart of it all...Chivas Regal. These days Chivas Regal is the world's favourite premium whisky - enjoyed in over 200 countries. So wherever you are, you'll find Chivas Regal at the heart of almost any occasion where good times are being shared with friends. Welcome to 'The Chivas Life'. CHIVAS BROTHERS have been perfecting the art of blending premium-aged whiskies for generations. This is why every glass of Chivas Regal always tastes as good as the next. CHIVAS REGAL is often described as the smoothest Scotch whisky in the world. It's the ultimate testament to the work of the Master Blender, whose quest is to carry on the vision of James and John Chivas. CHIVAS BROTHERS has an unsurpassed inventory of ageing whisky from which to draw upon - malts from every region of Scotland and fine grain whiskies each with their own individual characteristics and flavours. In 1997, Colin Scott hand-selected casks of Chivas Brothers whiskies aged for a minimum of 18 years to create a new contemporary luxury whisky, Chivas Regal 18 Year Old, Gold Signature. Chivas is the world's smoothest Scotch because of the aged, mellow Speyside malts at the heart of the blend.
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