Chivas, the original luxury blended Scotch whisky, is causing a stir with its new global creative campaign, Success is a Blend. Rolling out through the line globally from October, the campaign celebrates the belief that blended is better, in life and in Scotch.
Chivas’ belief in blending was instilled by founding brothers, James and John Chivas, who pioneered the art in 19th century Scotland. Two centuries later, Chivas is still demonstrating how the art of blending can create a more complex and generous Scotch. Through Success is a Blend, Chivas looks to champion blended Scotch and demonstrate the cultural truth that our own unique blend is what makes us who we are – and when we collaborate with others we can achieve the greatest success.
The Success is a Blend campaign, created in collaboration with McCann London, marks a creative evolution from previous Chivas campaigns, with striking colour and bold text bringing a fresh look and feel for the Scotch whisky category. All Chivas products will be brought under the Success is a Blend campaign, keeping a common thread across the portfolio that talks to both product and brand values. The nature and design of the campaign allows flexibility for bespoke adaptation in markets around the world, with Success is a Blend being activated in over 45 markets in year one.
The campaign made its debut with the launch of the three-year partnership between Chivas and the world’s biggest football club, Manchester United. Just as Chivas Scotches bring together the best malt and grain whiskies, Manchester United brings together the world’s top footballers, a dedicated Club team and a legion of fans all around the world to create one of the world’s most successful teams. Together Chivas and Manchester United aim to show that blended is better – in life, football and Scotch.
Richard Black, Global Marketing Director for Chivas, comments: “Chivas has had a strong year, recording a return to growth with +5%* value worldwide. There is real momentum behind the brand and we believe this new campaign is going to take us to the next level. It’s a bold move for the category, but – crucially – one that speaks to the very heart of Chivas’ DNA.”
Chivas, the original luxury blended Scotch whisky, has unveiled Chivas The Icon 50th Anniversary Limited Edition to celebrate Manchester United’s famous cup victory in Europe in 1968. Four bottles of the limited edition, 50 year old Scotch have been created, to represent each of the goals scored by Manchester United on the memorable night at Wembley.
The new Official Spirits Partner of Manchester United, Chivas, will be gifting the first bottle of the exquisite whisky to a fan who has passionately supported the Club through every high and low. To find out how to be in with a chance to win this priceless whisky, please keep an eye on Manchester United social platforms for further details on how to enter.
The second bottle in the limited edition release will be the only bottle in the world available to the public to buy, going on sale with world-renowned auction house Sotheby’s in an online-only auction from 23rd to 30th November. All proceeds from the sale will be donated to the Manchester United Foundation, reflecting Chivas and Manchester United’s shared belief in using success to enrich the lives of others. To find out how to take part in the auction and have the chance to get your hands on the only bottle of this celebratory whisky available to buy, visit the Chivas website where there will be details of the auction and how to get involved.
Sandy Hyslop, Chivas Brothers Director of Blending, commented: “At Chivas we believe that blended is better – in life, football and Scotch – so we wanted to use our vast expertise to craft a truly unique blend that embodies the values of a truly unique team. To taste this whisky is to experience some of our oldest, most luxurious and rarest whiskies, some from now lost distilleries, hand-selected and brought together for their exceptional richness and fruity character. Ever since Chivas’ founding brothers, James and John, first perfected the art of blending, Chivas has never released a whisky more than 30 years old – this limited edition 50 years old blend really is an iconic piece of history.”
Presented in a hand-blown crystal decanter created by expert craftsmen at Dartington Crystal, the liquid is perfectly smooth with an intense concentration of sumptuous flavours, with rich notes of honey, vanilla and dark chocolate, balanced by subtle hazelnut influences from the cask that develop into an exceptionally long, lingering finish. Each bottle is decorated with a bespoke metal plaque, enshrining the 1968 victory to the bottle’s crest. The fine detail of the plaque has been hand-carved and carefully hand-painted to match the colour of the team’s iconic 1968 shirt, with touches in gold in a nod to their victory.
The third Limited Edition bottle will take pride of place in the Manchester United Museum, before being offered for private sale at an end season event, with proceeds again being donated to the Manchester United Foundation. The final bottle will be placed on display at Strathisla distillery – the home of Chivas in Speyside, Scotland.
Find out more about the Chivas partnership with Manchester United and why blended is better at Chivas.com
The original luxury blended Scotch whisky, Chivas, has teamed up with the world’s biggest football club, Manchester United, in a three-year global partnership.
The collaboration will see Chivas and Manchester United join forces to celebrate their collective belief that blended is better – in life, football and Scotch. Just as Chivas brings together Scotland’s best malt and grain whiskies to create something extraordinary in the bottle, Manchester United brings together the world’s best footballers, a dedicated club team and a legion of fans all around the world to create extraordinary results on the pitch.
The partnership was revealed to fans in advance of the Club’s first Premier League home game of the 2018/19 season on Friday 10th August, through a film that explores the unique blend of characteristics that make up the Manchester United team. Shot in Los Angeles during the Club’s pre-season tour, the film stars an array of Manchester United first team players revealing an often unseen side to them, showing what defines who they are, both on and off the pitch.
Throughout the season, Chivas will be collaborating with Manchester United to demonstrate that blended is better – by encouraging fans to celebrate the blend that makes them unique, and showing that when players collaborate with their teammates they can achieve the greatest success.
Jean-Christophe Coutures, Chairman and CEO at Chivas Brothers, commented: “Blending has been in our DNA ever since James and John Chivas pioneered the art in 19th century Scotland. Partnering with Manchester United was therefore a natural fit; we both firmly believe that great things can be achieved when we come together – from balancing the perfect blend of malt and grain whiskies that go into our Scotch, to using the perfect combination of players’ skills on the pitch to create a winning team. We look forward to using our spirit to help showcase the spirit of the Club and its fans all around the world.”
Richard Arnold, Group Managing Director at Manchester United, commented: “Manchester United’s history is built on teamwork and we embrace Chivas’ belief that ‘blended is better.’ Our success both on and off the pitch allows us to bring together the best mix of people who help to make our Club the global name it is today. Each individual has their own skills but the way in which they blend together is what makes us a united team. It is a pleasure to welcome Chivas as Manchester United’s Global Spirits Partner and we look forward to working together to share this belief with our fans.”
The partnership will be brought to life through a 360 campaign activated across all touchpoints globally from August 2018. Chivas branding will also be displayed on digital perimeter boards at Old Trafford as well as throughout the stadium from the first game on Friday.
Find out more about the partnership and why blended is better at Chivas.com.
Independent family distillers, William Grant & Sons UK has today confirmed that John Wayte will take on the role of UK brand ambassador for Monkey Shoulder.
As the face of the UK’s most exciting Scotch whisky, John’s role will see him support Monkey Shoulder’s continued growth and take it to a wider audience than ever before. He will work extensively in the brand’s on-trade heartland alongside Global Brand Ambassador Joe Petch and bartenders across the UK to affirm Monkey Shoulder’s position as the world’s top trending Scotch.
John’s wealth of experience has included previous ambassador work in Poland where he built brand awareness and advocacy, and delivered brand stories to the on-trade, consumers and the media.
John Wayte commented: “It is a huge honour to be joining such an exciting and dynamic brand. Monkey Shoulder is a whisky I have always admired and one that has never been afraid to break with convention. It’s great to be part of a team with such a passion for Scotch and with a very exciting vision for the brand.”
Asmita Singh, Senior Brand Manager said: “John’s energy and enthusiasm for the industry combined with awesome interests such as filmmaking and extreme sports make him the perfect fit to break down preconceptions of scotch whisky. I am excited to see his open approach in action with bartenders and consumers to bring even more cocktail lovers into the cheeky world of Monkey Shoulder.”
Follow John’s Monkey Shoulder journey on Instagram @_barmonkey.
Monkey Shoulder’s Ultimate Bartender Championship’s (UBC) UK winner has been crowned, with Chelsie Bailey from Red Light bar in Bristol taking this year’s title. Bartenders up and down the country had their skills put to the test – with the 2017 competition seeing entrants quizzed on everything from pouring and nosing, to stock take and tray service.
Chelsie fought off tough competition from over 100 entrants who battled their way through heats in six cities – with the last heat taking place in London on Sunday 14th May. Despite the outstanding efforts of entrants from all areas of the country over three months, it was Chelsie that proved she indeed has the “skills to pay the bills”.
The Ultimate Bartender Championship will now bring together all the global winners at this year’s Tales of the Cocktail – the world’s premiere cocktail festival. Chelsie, along with other winners from around the world will enjoy an all-expenses paid trip to New Orleans, where they will have the opportunity to network with the industry’s most influential personalities and other UBC winners from across the world.
“There is no doubt that it was a hard-fought battle – but it is amazing to see Chelsie win for the UK and head off to Tales of the Cocktail this Summer – it’s going to be epic! UBC is intended to challenge the best bartenders across the UK, and the stiff competition this year proves that it is doing just that” commented Grant Neave, Monkey Shoulder brand amBADASSador.
The whisky world is diverse, with many ways of producing the wide range of flavour profiles we seek and enjoy. It’s fitting then that the Spanish Sherry producers Gonzalez Byass, specifically Master Distiller Antonio Flores, have partnered with Master Distiller Richard Paterson to offer a different kind of blended whisky to the market.
Essentially, 26 malts and six grains, aged between 5 and 8 years, are blended together in Scotland within American oak barrels for three years.The whisky is then transported to the Gonzalez Byass Bodega in Jerez, where it is finished in Perdro Ximénez sherry barrels for a further year (Oloroso and Fino casks were also experimented with, but deemed surplus due to the Ximénez being more enticing to the flavour profile required).
It may seem short and sweet, but with a release of only the fall of last year, there’s really only one thing left to say, how does it fare? Well below, I give to you my tasting notes –
Nomad Outland – 41.3%
Soft sherry notes on the nose, with a light vanilla scent following. Raisin flavours hit the palate, with a very light, thin texture of vanilla, followed by a slight spice with a fresh finish.
There’s always a brand in the world that I’m intrigued about. It could be something new, or perhaps a re-brand of a timeless classic, or in the following case, a 61-year-old brand that I’ve simply never had the chance to experience. Well I can tick off one from this sub-category as tonight I have had the pleasure of being introduced to Royal Salute via the medium of a tweet tasting.
For those who don’t know, a tweet tasting is a social media (Twitter to be precise) based tasting of a variety of expressions, involving many experts, novices and connoisseurs who give their opinion on the brand as they work their way through the portfolio. For me, it’s a great chance to sit down and get my head around a specific brand whilst chatting to like-minded folk, plus it throws in one or two expressions I’ve never had the pleasure of trying. In the case of Royal Salute though, my slate is clear.
First though, a little about Royal Salute.
Royal Salute came about due to a man called Charles Julian, Master Blender at Chivas Brothers, wanting to mark the coronation of Queen Elizabeth II in 1953. He worked to create an unheard blend of whisky, a 21yr, and ultimately took the name from the Royal Navy’s traditional 21 gun salute. Created within the Strathisla distillery, located in Speyside and owned by Chivas Brothers, Royal Salute has only ever had four Master Blenders since its inception, and prides itself on being the only Scottish whisky with a range starting at 21 years old. In fact, that very first Royal Salute 21yr was said to have been created with some of the world’s rarest whiskies that were aged in cellars since the 1920’s and 1930’s.
It’s not just the liquid that is rare to create, but the bottles themselves have a story to tell. Or to be precise the Royal Salute 21yr, for example, is housed within a porcelain flagon. Each flagon’s journey can be traced to the Jurassic period, with its Cornish clay from the period being hand-crafted, air-dried and then burnished in one of three colours – Ruby, Emerald and Sapphire – to represent the jewels on Queen Elizabeth II’s Coronation crown.
Or how about the Royal Salute 62 Gun Salute decanters, crafted by Dartington crystal. These are individually blown by the Master Glass Blower who creates a midnight blue outer wall and a crystal clear inner wall. The bottle is then hand cut with a diamond-tipped tool so that both the clear glass and the whisky can be revealed through the blue crystal. Each decanter is the result of over forty hours of care and attention.
Not bad eh?
Question is though, how do the expressions fare? Well below, I give to you my tasting notes –
Royal Salute 21yr – 40%
A marriage of whiskies aged no less than 21 years. Sweet fruits on the nose with plenty of Autumn air aromas coming through. Subtle dry oak with beeswax notes too. Smooth start on the palate, with a slight developing spice. Orange marmalade flavours combine with dry nuts, leather and dry spice to finish. Long.
Royal Salute The Diamond Tribute– 40%
Created by Colin Scott to mark the 60th anniversary of HM The Queen’s Coronation. Royal Salute The Diamond Tribute has been crafted from an exclusive collection of whiskies, the rarest of which have been selected from the Royal Salute Vault at Strathisla, the oldest working distillery in the Highlands of Scotland.
Plenty of peach on the nose with soft sherry notes lingering. Very rich and thick on the palate, with sweet raisin and dry plum flavours dominating. Lingering dryness to finish with a slight toffee kick.
Royal Salute 38yr Stone of Destiny – 40%
Crafted from whiskies aged for no less than 38 years, this unique blend shares its name with the Stone of Destiny, the legendary and enigmatic Coronation stone of the ancient Scottish Kings.
Lots of damp sherry oak on the nose with hints of wood-infused vanilla and dried almonds. Very rich on the palate with plenty of dried fruits, floral forest floor and thin honey kicks. Long, rich and mouth-watering.
Royal Salute 62 Gun Salute – 43%
Previous Master Blenders Charles Julian, Allan Baillie and Jimmy Lang, as well as current Master Blender Colin Scott, have all set aside over the years a rare collection of the finest whiskies. With 40 years of maturation, only a few litres are bottled from each cask. Named after the ultimate ceremonial honour in the British tradition, the firing of 62 cannons which is an exclusive privilege of the Tower of London and reserved only for the most special Royal anniversaries.
Ripe plums dominate the nose, with lots of fresh berry notes combined with warm spice. Oh wow! A fantastic palate that develops from light and sherry flavoured to an incredibly rich orange, hazelnut and fresh smoke finish. Bold, intense and absolutely fantastic.
An absolutely cracking range of blended whiskies here, with the 62 Gun Salute one of the best I’ve come across, and I can safely say matches the price. You really get a sense of prestige with these expressions and is a worth-while treat for any whisky lover. One for the cabinet at home perhaps, or at least one to look out for in your favourite whisky haunt.
Chivas Regal, the world’s first luxury whisky, has launched The Venture – a global search for the most promising social entrepreneurs: those with businesses or ideas that use enterprise and innovation as a force for good.
‘The Venture’ is an international fund which provides aspiring social entrepreneurs with $1 million of financial assistance, global exposure for their company or idea and support from world-famous business mentors. Chivas Regal will support those who aim to succeed whilst making a positive impact on the lives of others by providing mentorship and financial backing.
Up to 20 new social entrepreneurs from different countries will be invited to a week-long, training-camp in Silicon Valley, California – home to some of the world’s leading start-ups. These finalists will have the opportunity to meet leading technology companies, be mentored by experts, and to pitch for a portion of the $1 million in funding to take their business to the next level.
The most exciting businesses with the potential to succeed ‘the right way’ will be showcased on a new dedicated website, http://www.TheVenture.com. From April 2015, the public will be able to support their favourite ideas by voting and donating through the website. The site will also feature short documentaries about social entrepreneurs from around the world, providing insights into their success as well as daily articles with advice and features about the business of ‘doing good’.
The launch of The Venture coincides with the release of one of the most comprehensive independent reports ever conducted on the growing relevance of social entrepreneurship around the world. Commissioned by Chivas Regal, the report is entitled Redefining Success in a Changing World and has been co-authored by experts from the Skoll Centre for Social Entrepreneurship at Oxford’s Saïd Business School.
Richard Black, Chivas Regal Global Brand Director, says: “We have always valued entrepreneurship, and generosity is at the heart of Chivas, so supporting those who use their success to create value for others feels like a natural fit. We are committing significant resources through The Venture to find and support the most inspiring social entrepreneurs around the world, and hope that each of those businesses will inspire other entrepreneurs to use business as a force for good, creating a growing movement with real momentum behind it.”
Helping to launch The Venture is the next instalment of the successful Live with Chivalry campaign – Win the Right Way – a series of advertisements and short films that deliver a powerful provocation for social entrepreneurs around the world. Oscar-nominated actor Chiwetel Ejiofor (of 12 Years a Slave fame); Golden Globe nominated actor and singer Oscar Isaac (Inside Llewyn Davis) and Winner of Best Actor Silver Bear at Berlin International Film Festival 2014 Liao Fan star as the story-tellers in the different language version of the film, introducing the stories of social entrepreneurs from around the world and calling on others to follow their lead.
The promotional short films can be viewed from today at http://www.TheVenture.com, with further information about the competition plus interviews with Chiwetel Ejiofor, Liao Fan and inspiring business leaders all featured on the website.
Win the Right Way aims to inspire a new generation to achieve success whilst making a positive impact on the lives of others and is the latest instalment of Chivas Regal’s successful Live with Chivalry campaign, which launched in 2008.
Blended Scotch whisky, Black Bottle, has made a bold appointment for its newly created position of Global Ambassador with the highly respected and well-renowned Scottish bar expert Mal Spence taking up the reins. The Burn Stewart-owned whisky is on an ambitious roll-out plan to ensure it becomes the blended Scotch whisky of choice for the world’s best bartenders.
With more than 15 years experience tending, managing and building up the reputation of some of Scotland’s best bars, Mal brings with him a wealth of knowledge and inspiration that will help the brand achieve its aims. Mal has a close connection with Black Bottle, having created the whisky’s key simple serves and working with bartenders around the world to develop more complex cocktails.
During his career, Mal’s expertise and influence has been recognised with a number of awards and accolades – he is the only Scottish bartender ever to make the Havana Club Grand Prix World Final; a former SLTN Mixologist of The Year two years running; winner of Maxxium’s Liquid War competition; and industry bible Class Magazine bestowed the 2011 Best Bar Menu award for Mal’s work at the Blythswood Square Hotel in Glasgow.
In addition to his role with Black Bottle, which will see him visiting key markets around the world, Mal will continue to direct operations at the much-feted Kelvingrove Café in Glasgow, winner of the Best Cocktail Bar at the 2013 Scottish Bartenders Network Awards, which he helped establish in 2013.
Plans for taking Black Bottle to new audiences in its key markets around the world are well underway. The inspirational story of its creator, Gordon Graham, the striking new-look packaging first unveiled last year and the flexibility of its liquid in creating a vast array of serves, ensures Mal has a credible and quality product to present to key influencers in these markets.
Commenting on his appointment, Mal Spence said: “The Black Bottle Ambassador job really shone out as an opportunity I just couldn’t say no to. The story of its creation and the life of Gordon Graham is a truly inspiring one among so many in Scotch whisky history and it will be a big part of the exciting and informative education plan we create for bartenders and passionate drinkers around the world. It is all in keeping with the inspiring stories I have looked for when developing numerous drinks menus over the years.”
“Blended Scotch whisky has been unjustly forgotten by many bartenders in recent years and with its liquid profile and striking presentation, I’m confident we can encourage bartenders and drinks enthusiasts to reconsider the category and put Black Bottle into their speed rails,” added Mal.
Welcoming the appointment, Marco Di Ciacca, Global Marketing Manager, Black Bottle said: “It is a real coup to secure a man of Mal’s standing as our first brand ambassador. For Black Bottle to succeed, we need to be more relevant to today’s drinker. Mal’s approach to creating drinks and all-round knowledge of the on-trade will really help us engage the bartenders around the world who are the gate-keepers to many of these drinkers as we expand in many new markets.”
Having set the standard and re-energised the tradition of hotel bars with his award-winning work at Blythswood Square Hotel in Glasgow from 2009, Mal has become a leading figure of the Scottish bar industry. Mal will start his visits to key markets in September and report into Marco Di Ciacca, Black Bottle Global Marketing Manager.
Chivas Regal is a brand that most, if not all, of you will know. A blended whisky that can trace its roots to 1801 and a grocery store, 13 King Street in Aberdeen, and has defined four different eras of the mixed drink. Recently, the brand has been highlighting the four eras; The Classic Age of 1880-1920, The Post War Boom of 1945-1960, The Disco Years of 1975-1990 and The Age of Revivalism showing the present. Chivas Regal have been active in finding the first ever Chivas Master within the bartending world, asking them to create four cocktails, one from each era, that defines the reasoning behind the years as well as their own experiences. But the brand have also been highlighting a cocktail from each era, using Chivas Regal 12yr, meaning that consumers and whisky lovers can re-create in their own home.
So lets see how they fare.
Two out of the four cocktails presented were re-created, with the other two put aside for this test due to lack of ingredients at the time of re-creation. However that doesn’t mean that we can’t analyse what made a good whisky based cocktail.
The first re-creation was to be the Morning Glory Fizz, from The Classic Age of 1880-1920. The era that saw the birth of Chivas Regal and gave us the likes of the Daiquri, Manhattan and Martini. This certain cocktail came within the 1888 edition of famed bartender Harry Johnson and his bartender manual.
Morning Glory Fizz
60 ml Chivas Regal 12yr
1 egg white
2 tsp fine sugar
2 dash fresh lemon juice
2 dash fresh lime juice
3 dashes Absinthe
Shake all ingredients together over ice and strain into Martini glass. Fill to the brim with sparkling or soda water.
Using the Jade 1901 absinthe variety, and taking away the top up of sparkling or soda water due to the lack of this ingredient at the time, the finished cocktail gave off a noticeable absinthe aroma, rather light and aromatic on the herbs. A slight presence of the Chivas Regal comes through near the end. The palate enjoys a light, yet obvious offering of Chivas Regal, with a bold, soft kick of the Jade 1901 absinthe following. Produces a soft, fresh finish from the citrus elements, with a touch of dryness.
A great cocktail to sample and experience, and although it lacked the sparkling mixer, I personally think this would have dried the drink out a little. The absinthe gave the drink more body, with the citrus offering the fresh element and the Chivas Regal profile of honey and fruit sweetening the sips. A great start to the cocktail eras.
Skipping an era, I moved onto the Rob Roy from The Disco Years era of 1975-1990. Known as ‘The Dark Age’ due to the lack of focus on the craft, merely seeking sugar and colour more than anything, the Rob Roy (or the Scotch Manhattan) became the signature for Chivas Regal during this time. Although not the first time this drink has appeared within literature (Harry Craddock within ‘The Savoy Cocktail Book’ in 1930 or Reginald De Koven and his Rob Roy premier on Broadway), it tried to reign in the cocktail boom of the 70’s and 80’s.
30 ml Chivas Regal 12yr
30 ml Italian Vermouth
1 dash Angostura Bitters
Shake ingredients over ice and strain into chilled Martini glass.
Using Cinzano Rosso as the Italian vermouth, the simple creation offered a rich, floral aroma offered from the Cinzano, with a slight bitter cut from the Angostura near the end. A smooth, velvet texture on the palate, rather light, with the Chivas Regal profile bursting through on the end. A slightly dry finish.
Another great cocktail to experience, and despite its lack of ingredients compared to the other eras, sometimes simplicity is all you need to create a classic.
It’s interesting to see that although I missed the era of The Post War Boom of 1945-1960, the cocktail for this was the Starboard Light, offering the Tiki drink of Chivas Regal 12yr, passionfruit, lemon, honey and egg and being served within a Tiki Mug. The sudden change from the Morning Glory Fizz that shows elegance, sophistication and even maybe a hint of royalty, to luxury items like fresh fruit, honey and tiki mug vessels proves that the world can change drastically when opportunities arise. The opening of cultures after World War 2 brings in exotic ingredients to homes and bars, meaning colourful drinks with similar garnishes are expected instead of hard-hitting liquor only recipes.
To a point, this is fine. It offers more variety, more experiences of flavours, but as mentioned it relies on sugar and colours to sell to many, and the call for The Classic Age is needed to not define a line so-to-speak, but to cater all ages and palates.
The Age of Revitalisation can be said to be the same, with Chivas Regal promoting a 2013 recipe created by Agostino Perrone from the Connaught Hotel, London. This mixes both old and new; Chivas Regal, egg and sugar offering old ingredients, whilst yuzu mix (lemon and yuzu juice) and macha tea powder offers the new. It’s almost as if The Disco Years and Post-War Boom have died down to the point of customers are after a steady mix of bright and colourful from the 1950’s, unique, time-honoured and intriguing ingredients from the present and 1970’s, and classic and traditional serves from The Classic Age.
Who know’s what the future will hold, but I suppose the main point Chivas Regal are pointing out is that whisky has been and always will be a part of classic cocktails, no matter what the era. Chivas Regal have done well to point out themselves towards each, offering something different within. Looking around, no many other whisky brands could really do the same.