Chivas Regal is a blended Scotch whisky that calls the Strathisla Distillery, at Keith, Moray in Speyside, it’s home distillery. It is produced by the Chivas Brothers, which is now owned by Pernod Ricard, a spirits conglomerate that owns The Glenlivet (and Kahlua, Malibu, Beefeater, and many other famous brands); and was first established in 1801 in Aberdeen, Scotland. Chivas Regal has three major expressions – 12 Year, 18 Year, and 25 Year.
I’ve only ever tried Chivas Regal once, at a Scotch Night several years ago, and my memory of the 18 year was positive. It is described, by Chivas, with these tasting notes:
- Colour: Intense, dark amber.
- Nose: Rich, indulgent, multi-layered aromas with hints of dried fruits, buttery toffee and dark chocolate.
- Taste: A velvety, dark chocolate palate yields to elevant floral notes, and a wisp of sweet, mellow smokiness.
- Finish: Extremely warm long finish.
Chivas Regal Effect
One interesting note from popeconomics/marketing culture is the term “Chivas Regal effect,” which is when a product sells more because the price of it has been increased. Since people often equate price with quality, consumers, who otherwise wouldn’t have purchased a product, might choose it because it’s slightly more expensive (and thus “better” quality). It’s most often used in conjunction with higher education, a higher priced education is thought to be better.