THE BLENDED Scotch whisky brand, Chivas Regal, launched its new campaign last week called “Success is a Blend.”

The brand’s new tagline goes back to its roots in the 1800s. Brothers James and John Chivas were operating a grocery store in Aberdeen, and they had the honor of supplying provisions to Queen Victoria’s family during their holidays in their Scottish retreat, Balmoral. According to Bonnar Fulton, Chivas Brothers Brand Ambassador, the whisky started as a response to customer demands to make a smoother whisky. The brothers responded by blending their single malts to soften and smoothen the taste.

It has since been billed as “the original luxury Scotch,” owing to its 25-year-old blend being sold to New York’s upper crust in 1909. Its reputation was further bolstered by singer Frank Sinatra’s fondness for it.

The Chivas range includes the flagship Chivas 12, Chivas Extra, Chivas XV, Chivas Mizunara, Chivas 18, Chivas Ultis, Chivas 25, Chivas Regal The Icon, and the Global Travel Retail exclusive Chivas Brothers Blend.

During the event last week, booths were set up for guests to try to make their own blend. On the stage, celebrity twins Richard and Raymond Gutierrez were launched as the brand’s newest brand ambassadors.

Mr. Fulton told BusinessWorld what a Chivas drinker was like. One would think it’s a man who always sounds like Frank Sinatra, but then he said, “A Chivas drinker can be absolutely anyone. For a long time, we believed Chivas has been seen as intimidating, a drink that should only be drunk neat or on the rocks. That’s not the case,” he said, gesturing to a booth where cocktails with Chivas were being mixed.

Asked about the brand’s long history, and if the history extends to product integrity, he says, “Things do change, but we try and keep the products for as long as we can as consistent as possible.” — JLG

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