HISTORY

James and John Chivas' ambition was 'to provide customers with products of the highest quality.' Because the Single Malts of the time were harsh and often poorly matured, they dreamt of creating a whisky that could be easily appreciated and shared amongst friends. This was soon realised as the store in Aberdeen became an Epicurean delight. As well as scouring the Highlands and Lowlands in their search for fine things for their wealthy clientele to eat and drink, they provided products from all across the world - rich coffee, exotic spices, the finest French Brandies and rums from the Caribbean. They found however that they were unable to provide a whisky that met their exacting standards. 
It was this passion for blending superb whiskies and years of perfecting their art, that led to the creation of the ultimate blend, that of Chivas Regal.

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.
Frank Sinatra, Dean Martin, Sammy Davis Jr and the rest. Cooler than the ice in a heavy tumbler of Chivas Regal, wise guys every one of them, sizing everyone up, then giving them the golden tap on the shoulder and bringing them in. They performed on stage together, acted together and partied together. Chivas Regal soon became a symbol of their exuberant lifestyle - a luxury that seemed to mirror both their enthusiasm for life and the underlying quality that provided the foundation for their self-belief.

James and John Chivas had a vision to create a blended whisky to be enjoyed and shared. It's a vision that was fulfilled years later - in the form of Chivas Regal. Their inspiration is still ever present today. 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 Regal 12 year old is a whisky you can enjoy anywhere, at any time because it is easy to appreciate and share. It has a renowned smoothness, and a honeyed, fruity taste. 

Colour: Radiant, warm amber. 
Nose: An aromatic infusion of wild herbs, heather, honey, and orchard fruits. 
Taste: Round and creamy on the palate, Chivas Regal has a full, rich taste of honey and ripe apples, with vanilla, hazelnut and butterscotch notes. 

Finish: Rich and lingering.