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Chivas Brothers is a Scottish company that distills Scotch whisky. It is owned by Pernod Ricard since 2001.
The company was founded in 1786, with its home being in the Strathisla distillery at Keith, Moray in Speyside, Scotland, and is the oldest continuously operating Highland distillery.
James joined William Edwards, who in 1828 had bought a grocery, luxury goods, wines and liquor emporium from the family members of John Forrest. Forrest had opened his store in 1801, but died in 1828. James became a partner in 1838. John began working at a wholesale footwear and apparel firm, DL Shirres and Co. This firm would be awarded distribution rights of Chivas Bros from 1860 to 1886, from around John Chivas' entry until James Chivas' death and again later.
Edwards died in 1841, and Charles Stewart took over. In 1843, Stewart and Chivas was granted a Royal Warrant to supply goods to Queen Victoria. In 1850, Stewart and Chivas was appointed Royal Grocer to the queen's mother, the Duchess of Kent, and many other Royal Warrants followed over the years. The huge advantage of getting a Royal Warrant was that upper class gentry followed royalty without a second thought, to be seen as both conformal and of cognizable status. This automatically resulted in a considerably increased footfall of the wealthy.
Vatting of whiskies within bond warehouses was legalised in 1853 by The Forbes-Mackenzie Act, and, with blending, the number of brands made available for sale increased overnight. During this period, Stewart and James Chivas decided to respond to their affluent customers' demands for better whisky, by blending select malts to create a proprietary blend. The firm's first blended malt Scotch whisky, the Royal Glen Dee, was launched in 1854. Stewart left in 1857, making way for John and the company could now be named Chivas Brothers. In 1863, they launched a proprietary blended Scotch whisky, a smoothly crafted blend of 10-year-old malt and grain whiskies, Royal Strathythan.
The May 8, 1890, edition of Scotland Magazine described Chivas Brothers as "undoubtedly the finest purveying business in the north of Scotland"."Scotland of Today" (May 3, 1890). Scotland Magazine
Chivas had agents assess market conditions in the US in the 1890s. The marketing team reported a booming economy which was looking for luxury. In 1900, Howard decided to create a new blend in memory of the founding brothers, James and John. Using the best malt and grain whiskies available in the market and inhouse, Howard blended a malt-dominated recipe. Introducing the term 'Regal', Howard created a 25 year old whisky in 1909 called Chivas Regal, the oldest Blended Scotch Whisky of its era, and launched it in the US, establishing it as the world's first and oldest luxury whisky.
It was all one way street then for Chivas Regal, from 1909 till mid 1915, during which period World War I started and became a sluggish, long-drawn affair (1914–18). Existing stocks were depleted quickly as demand outstripped supply. Shipping lanes to USA closed down, and Chivas Bros switched to building reserves at home.
Whisky Brokers Morrison & Lundie bought the company in 1936, and decided that it was far too onerous to maintain aged barrels of whisky. They wound up the 20 YO Loch Nevis and reduced the production of the Chivas 25 drastically, resulting in its withdrawal as their standard-bearer and ultimate demise. They switched focus to a 12 YO heavily marketed 'premium' brand, a decision that would be seen as wise five years later, when World War II (1939-1945) broke out in Europe. 1939 saw the debut and continued success of Chivas Regal 12 YO 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.
Chivas Brothers was purchased by Seagram in 1949, which enabled much wider distribution and marketing. Seagrams was owned by a Canadian Jew, Samuel Bronfman. When the Middle East opened up as a market post oil domination/OPEC, Seagrams' products, including Chivas Regal, were banned in the entire Arab controlled area in the early 1960s. Chivas would limp back nearly four decades later, when under Pernod Ricard, but rise rapidly thereafter to its leading position in the Asia Pacific area. In 1950, the firm bought Milton (Miltown) distillery, renaming it Strathisla, which is the brand's home in Keith to this day. Its product, Strathisla single malt, is a key malt component of the blend. In 1997, the Chivas Regal range was expanded with the launch of much older whiskies like the Chivas Regal 18 year old, and in 2007 the new Chivas Regal 25. Other expressions followed, like the Mizunara in 2014, The Icon in 2015 and the XV in 2018. In 2001, Pernod Ricard acquired Chivas Brothers. In 2015, Chivas Brothers opened the new Dalmunach distillery. In October 2023, Chivas Brothers unveiled plans to build a new carbon neutral distillery on Islay, expected to product peated single malt.
Scotch whisky:
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