Chivas Brothers opened a grocers in 1801 in Aberdeen. The name was taken from the 17th century House of Schivas, a large house in the town of the Schivas in Aberdeenshire. Chivas Brothers sold luxury goods such as brandy, coffee and spices. They also began blending their own whisky, but in stark contrast to the harsh, juvenile whiskies their competitors were producing, the Chivas’ blends were smooth and of the easy drinking persuasion.
Chivas Brothers delivered their wares to Queen Victoria and in 1843 they were granted a Royal Warrant. In 1909, Chivas Regal 25 year-old was released and had superb fortunes in the US. In 1949, Seagram acquired Chivas Regal and concentrated their efforts marketing and distributing the brand widely.
During the 1950s, following the end of the Second World War and the country’s recuperation after Prohibition, the brand underwent a relaunch in the US. There was immediate success and Chivas became the preferred tipple of many noteworthy individuals including Frank Sinatra who requested the drink as part of his backstage rider. At present the brand has become a colossus and sales have grown by over 40% during the last few years. To cope with demand, Chivas also acquired the Strathisla distillery which produces one of the principle components of the blend.
Today, the wonderfully malty blend Chivas Regal 12 Year Old lies at the heart of the range.