Chivas Regal

Chivas Regal was created in 1909 by Chivas Brothers Master Blender Charles Stewart Howard as a 25-year-old luxury whisky. 1939 saw the debut and continued success of Chivas Regal 12-year-old Blended Scotch in the US, at what was to become a global standard proof value of 75 degrees, i.e., 42.8% ABV. (The Americans mark it as 86 proof as they double the ABV to arrive at proof value.) Henceforth, quality, age (generally 12 years), cost (high), popularity (sales) and demography (high-end) would define a "premium" Scotch Whisky. In 1997, the Chivas Regal range was expanded with the launch of much older whiskies, such as the Chivas Regal 18 Years Old, and in 2007 the Chivas Regal 25 Years Old. Other expressions followed, like the Chivas Regal Mizunara in 2014, Chivas Regal The Icon in 2015 and the Chivas Regal XV in 2018. In 2001, Pernod Ricard acquired Chivas Brothers.[6] Its sales grew by 61% between 2002 and 2008. In global terms, Chivas Regal recorded volume sales of 4.9 million nine-litre cases in 2012 and 2013, but sales decreased to 4.4 million cases in 2015. It has been the world's fourth-best-selling Scotch whisky since 2016. Chivas Regal has been the market-leading Scotch whisky aged 12 years and older in Europe and Asia Pacific.