Roots from 1801

The word Chivas is derived from the Celtic word "sheimh" which means ford or narrow passage. North of the city of Aberdeen on the River Ythan, it was an important passage for both the military and merchants in the Middle Ages. In 1836 James and John Chivas left their rural home to live in Aberdeen. James became an assistant in a delicatessen, wine and spirits retailer. In 1841 he bought the business and, together with his brother, focused on wines and spirits. Believing that no single Malt whisky of the time met their requirements, they started making their own whisky. By blending only the best and finest whiskys they created a flavorful, rich and generous blended whisky. When Queen Victoria of England first visited Scotland in 1842, she heard about the brothers and their unique whisky. It took only a year before the Chivas brothers received a “royal warrant” from her, which is comparable to the title “purveyor to the court” in the Netherlands. The name Chivas Regal (Regal means royal in English) was therefore chosen later, for this unique whisky, as a tribute to Queen Victoria. Its great success came when America was conquered. From the early 20th century, the brand became popular on the other side of the ocean. The real big breakthrough was the brand after World War II by men like Frank Sinatra, Dean Martin and Sammy Davis Jr. They embraced the brand and made it a symbol of their lavish lifestyle. Since then, Chivas Regal has stood for luxury and the enjoyment of life.

The art of blending

The art of blending is to create a constant harmony of the finest malt and grain whiskies year after year. Each of these whiskies has its own character and taste; Highland malt whiskies are fruity and spicy, Lowlands whiskies have a light, smooth and floral character while Islay whiskies are powerful, smoky and pungent. The backbone of Chivas Regal, however, is the smooth and rich malt whiskies from Speyside, the most important being the single malt from Strathisla.

Did you know?

• The name Chivas Regal was chosen in honor of Queen Victoria of England. Regal means "royal".