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Chivas Regal Extra: a new super premium blend

Pernod Ricard is adding a new expression to its Chivas Regal range of blended Scotch whiskies – the first in seven years.

Chivas Regal Extra is a super-premium expression, which will be available in domestic markets from this month and in global travel retail from March 2015,.

Crafted from a whiskies matured in Oloroso sherry casks together with the rarest and finest malts in the Chivas inventory by master blender, Colin Scott, the new expression is a tribute to James and John Chivas, the two brothers who pioneered the art of blending whisky in the 19th Century.

In-keeping with the other whiskies in the Chivas Regal family, Chivas Regal Extra bears all the aesthetic hallmarks of a classic luxury whisky. The textures and opulent colours featured on the carton and the bottle convey the richness of both Chivas Regal Extra’s taste and heritage, as well as its super-premium positioning.

Richard Black, global brand director for Chivas Regal comments: “The release of Chivas Regal Extra marks another momentous milestone for Chivas and we’re confident that this new super-premium whisky with its rich, generous flavour profile, will be well received by those looking for a truly rewarding and enriching whisky experience.”

The launch of Chivas Regal Extra will be supported through a range of marketing activities including in-store promotional materials and sampling, digital merchandising and print advertising.

An exclusive range of Chivas Regal Extra cocktails have also been developed by Max Warner, global brand ambassador for Chivas Regal. The range includes six recipes featuring Chivas Regal Extra, with the addition of fortified wines to evoke the richness from the sherry casks, which are at the heart of Chivas Regal Extra’s flavour profile.

Chivas Regal Extra is the fifth permanent expression in the Chivas Regal family, sitting within the super-premium range, positioned between Chivas 12 and Chivas 18. Chivas Regal Extra has a 40% ABV.

23 October 2014 - Felicity Murray The Drinks Report, editor