Chivas Welcomes a New Level of Luxury with the Launch of Chivas Regal Extra

Chivas Regal, the world’s first luxury whisky, is launching Chivas Regal Extra, the first expression to be added to the iconic brand’s timeless range of blended Scotch whiskies for seven years.*

The new super-premium expression, which will be available in domestic markets from October 2014 and in Global Travel Retail from March 2015, has been created by Chivas Regal’s longstanding Master Blender, Colin Scott, as a tribute to James and John Chivas, the two brothers who famously pioneered the art of blending whisky in the 19th Century. Chivas Regal Extra is a special selection of whiskies matured in Oloroso sherry casks together with the rarest and finest malts in the Chivas inventory to create a rich and generous Chivas blend.

An incredibly rich and discerning interpretation of the Chivas signature style, Chivas Regal Extra has a fruity, sweet nose with notes of ripe pears, creamy toffee and a hint of ginger. The ripe pears continue on the palate, with sweet tropical flavours of melons and soft notes of vanilla and caramel, blending with spicy notes of cinnamon and hints of almonds, leading to a long and fulfilling finish.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, making it an ideal whisky for gifting.

Richard Black, Global Brand Director for Chivas Regal comments, “As the world’s first luxury whisky, Chivas Regal has a long history of important milestones that have helped shape the Scotch whisky category and define cocktail culture and the tastes of consumers the world over. 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, to meet the needs of the more adventurous discerning whisky drinker. 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.Watch the videos on Chivas Extra and explore the expression’s taste profile and signature cocktail recipes at www.chivas.com-

*Chivas Regal Extra is the first global expression to be released by Chivas Regal since Chivas 25 Years Old which was launched in 2007.

Notes

About Chivas Regal

Chivas Regal is a truly global brand, selling 4.9 million 9L cases annually in more than 150 countries across Europe, Asia Pacific and Americas. The Chivas Regal range is the epitome of style, substance and exclusivity and includes Chivas Regal 12, 18 and 25 Year Old.www.chivas.com

About Chivas Brothers

Chivas Brothers is the Scotch whisky and premium gin business of Pernod Ricard – the world’s co-leader in wine and spirits. Chivas Brothers is the global leader in luxury Scotch whisky and premium gin. Its portfolio includes Chivas Regal, Ballantine’s, Beefeater gin, The Glenlivet, Royal Salute, Aberlour, Plymouth gin, Longmorn, Scapa, 100 Pipers, Clan Campbell, Something Special and Passport.www.chivasbrothers.com