Pernod-Ricard launches premium Chivas Ultis

Pernod-Ricard is launching a new Chivas Regal blended whisky, Chivas Regal Ultis. A blend of five Speyside single malts, Ultis is the first blended malt released in the history of the House of Chivas.

Launched in celebration of the five master blenders who have mastered the Chivas Regal house-style since 1909, the blend is aimed at the premium market. Pernod-Ricard chose Marcus Wendt of agency Field to come up with the design concept for the bottle.

Featuring a different bottle shape, slender and tall, that makes the bottle have stand out on both bars and shelves, the number five is central to the concept.

The closure is designed to the likeness of a pen-clip, featuring five engraved rings, each signifying the use of five malts in the blend and the celebrated master blenders. A logo, coloured 'champagne gold' is placed on the bottle, featuring the Chivas Regal crest.

The bottle-base has been designed to provide a tactile experience for consumers, etched with the Roman number 'V'. Chivas Regal Ultis is presented in a front-opening gift-box, featuring the signatures of each master blender. 

Richard Black, Chivas Regal global brand director, says: “To launch the first blended malt Scotch whisky from the House of Chivas is truly a momentous occasion. Chivas Regal Ultis represents the essence of Chivas Regal and is a fitting tribute to our legendary craftsmen of the past, with recognition of the luxury quality of our Scotch whisky portfolio. Chivas Regal Ultis is set to appeal to discerning drinkers looking to impress at special occasions as well as Scotch whisky aficionados searching for their next luxury whisky experience.”

Colin Scott, Chivas Regal custodian master blender says: “I am honoured to have been one of only five master blenders for Chivas Regal, and I believe that Chivas Regal Ultis represents the true essence of this iconic Scotch whisky. With the release of Chivas Regal Ultis, only the most precious single malts from five signature Speyside distilleries have been selected to craft this luxury blended malt whisky from the House of Chivas.

“The crystalline freshness of Tormore shines through along with the contrasting, hint of spicy warmth present in Allt A’Bhainne, while the Longmorn single malt adds balance to the blend. The floral style of Braeval complements the fruity sweetness of Strathisla to create a complex and rich blended malt scotch whisky. Chivas Regal Ultis is a blend that draws on expertise that has been handed down throughout the centuries and it will delight whisky connoisseurs around the world.”

Chivas Regal Ultis will be available in travel-retail outlets and globally in major retailers at an RRP of US$200.

15 October 2016 - Sam Coyne The Drinks Report, editorial assistant