What is Chivas Regal? (and the Chivas Regal Effect)

Chivas Regal 12, 18, 25
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.

Islay vs. Speyside Scotch

It’s very difficult to mass categorize the wonderful spirits of Scotland’s myriad collection of distilleries but if one were forced two, the easiest buckets to put them in are based on smokiness. On one side, we have the heavily “peated,” smokey stylings of Scotch produced on the island of Islay. On the other, we have absolutely no smoke and no peat and the most popular area for that is a toss up between the Highland region and Speyside.
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