NEW GLOBAL CHIVAS CAMPAIGN CELEBRATES BELIEF THAT BLENDED IS BETTER

Chivas champions Blended Scotch category 

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 19^th 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.”  

Notes 

About Chivas

Chivas believes that blended is better, in life and in Scotch. The original luxury blended Scotch whisky, Chivas’ belief in blending was instilled by founding brothers, James and John Chivas, who pioneered the art of blending in 19th century Scotland. Since then, Chivas has been integral to the growth of the Scotch whisky category worldwide – by bringing together the best malt and grain whiskies to create something extraordinary.

Chivas believes in the power of blending in life, as well as in Scotch. In bringing people together to create a greater whole – which is why Chivas is proud to be the global spirits partner of Manchester United, the world’s biggest football club; and in blending ambition with generosity and using success to enrich the lives of others – which is why the Chivas Venture supports social start-ups with $1m in annual funding.

Chivas blends its home in Speyside, Scotland, with more than 100 countries across the globe, who together have made Chivas the global success it is today, selling more than 4.2 million 9L cases every year. The Chivas range blends timeless classics with modern innovation, including: 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.

Chivas. Success is a Blend. www.Chivas.com

THE SCOTCH MALT WHISKY SOCIETY SET TO OPEN NEW LONDON POP-UP

The iconic whisky club’s newest venue in Clapham will open its doors to all

The Scotch Malt Whisky Society (SMWS) will be opening a new whisky and cocktail pop-up in London on Friday 12^th October, in celebration of its 35^th anniversary.

SMWS will be bringing their whisky expertise to 78 Northcote Road, SW11 6QL, situated in Clapham, an area of the city that is home to a high concentration of Society members and is just a stone’s throw from Clapham Junction train station.

The venue will also be open to the general public, giving whisky enthusiasts in the city the opportunity to experience the world’s most colourful whisky club. However, members will receive additional benefits including exclusive access to the latest SMWS Outturn stock, reserved seating options and special tasting events.

SMWS UK Operations Director, Jan-Willem Damen, said: “It’s fantastic to be able to give our members a second location in London to come together and enjoy our amazing selection of bottlings with other whisky enthusiasts, as well as a delicious menu of food and cocktails.

“We’re also excited to open the space up to potential future members to allow a new audience of whisky fans to experience everything we have to offer and unlock the door to a world of exclusive single cask whiskies.”

Visitors can enjoy specially created whisky flights to get immersed in the Society’s range of exceptional spirits.

‘The Maiden Voyage’ flight is the ideal introduction to the SMWS and the fundamentals of the single cask whiskies, with three drams from three different flavour profiles; ‘Juicy Oak and Vanilla’, ‘Deep Rich and Dried Fruits’ and ‘Lightly Peated’.

As well as offering a range of their world-renowned single cask single malts, the bar will also serve a menu of cocktails created with exceptional whiskies and the Society’s range of Single Cask Spirits.

These include ‘The High Road’, which is made with whisky from the ‘Young and Spritely’ flavour profile mixed with Martini Rosso and Krupnik Honey vodka and the ‘Northcote Spritz’ made with SMWS Grain Whisky, apple and lemon juice, Crème de Poire and Cremant de Bourgogne.

A vibrant food menu will include tapas-style sharing platters, pub classics with a Scottish feel and Sunday brunch. The menu will be created by James Freeman, chef at The Dining Room at the Society’s Queen Street venue, which was awarded AA’s Restaurant of the Year for 2017.

The Scotch Malt Whisky Society will open its doors for an exclusive event for members only on Thursday 11^th October before opening to the public on Friday 12^th October. 

For more information on membership visit http://bit.ly/2P9wdTT

Twitter: @SMWSUK 

Notes:

About The Scotch Malt Whisky Society 

• The Scotch Malt Whisky Society is an international whisky club that bottles rare single cask, single malt whisky, and a range of other spirits
• The Society was established in Edinburgh in 1983 and now has more than 26,000 members and branches around the world
• The Society only ever bottles single casks – each cask is unique, making every Society bottling a limited edition
• The Society has bottled whisky from more than 136 distilleries in its history
• The Society releases a new batch of around 30 single cask, single malt whiskies every month
• The Kaleidoscope Whisky Bar and Shop has over 200 whiskies on offer and is open to everybody
• The Society offers a variety of membership’s packages which can be tailored. Please see http://bit.ly/2P9wdTT
• For more information about the Society, visit http://bit.ly/2P9wdTT

Britain’s United Whisky Kingdom!

* English and Welsh drams awarded their own new section in Jim Murray’s Whisky Bible 2019.

* Sassenach distillers’ challenge to old order after record year.

* “We have something special on our hands,” says Jim Murray.

First it was wine. But now it is whisky. For Single Malt produced south of Scotland has been awarded a region all of its own. 

The author of Jim Murray’s Whisky Bible has announced that for the first time ever England and Wales now gets its own section in the book, classing it as a region of significance alongside Scotland, Ireland, Kentucky, Canada and Japan. 

Previously included with other European offerings, in the 2019 edition launched today, Jim Murray hands them stand-alone status and charts the remarkable rise of a region that now boasts ten producers. 

For the first time, as many as three of their whiskies – St George’s Norfolk Farmers Single Grain, Norfolk Single Grain Parched and Penderyn Icons of Wales No.5 Bryn Terfel – have notched scores of 96.5 out of 100. 

Mr. Murray says: “Such has been the consistency coming from the likes of Penderyn, St George’s and The Cotswolds Distillery, it became clear we had something special on our hands. 

“They each produce a Single Malt of exceptionally high standard year after year so it would have been a disservice to them had I not given them their own region. 

“Now that Britain is leaving the EU, I hope these distillers get together to form their own association on lines similar to the Scots. It’s what they need to do to fuel their growth.” 

The news has been met with delight by both Welsh and English distillers with the Managing Director of Penderyn, South Wales, Stephen Davies saying: “This is just the shot in the arm the industry needs. We know we make excellent whisky, but it is sometimes hard to get people around the world to understand this. Now whisky lovers from the USA to China will see us as a whisky from a recognised region of quality, rather than a curiosity. This really is wonderful news.” 

And David Fitt at St George Distillery, Norfolk, added: “People trust Jim Murray’s judgement and if he says that something is worth trying, then they probably will. Us now having our own region means we can take the distillers of other countries head on as equals, not a little distillery somewhere south of Scotland. 

Australia, too, has been awarded its own section for its “bold and brave” malts. 

Winner of World Whisky of the Year, though, goes to Kentucky bourbon William Larue Weller 128.2 Proof, the third consecutive American champion. 

Mr. Murray praises “its unique brilliance” and describes it as “the most delicious lesson in whiskey structure imaginable”.  

The runners-up, from the 1,263 new drams tasted this year, are the Glen Grant 18 Years Old Single Malt from Speyside, Scotland and, third, the Thomas Handy Sazerac Rye 127.2 Proof, which is also a Buffalo Trace dram. 

The distillery’s president Mark Brown said: “These wins are special to us – they are a testament to the skill and craft of the men and women of Buffalo Trace, who consistently produce the best whiskies in the world.”  

Regional winners include: Canadian Club Chronicles: Issue No1 Water of Windsor Aged 41 Years (Canadian Whiskey of the Year); Redbreast Aged 12 Years Cask Strength (Irish); Amrut Greedy Angels 8 Years Old (Asian); Hakushu Paul Rusch (Japanese). 

Editor’s Notes

Jim Murray’s Whisky Bible 2019 contains tasting notes for nearly 5,000 drams from around the world.

This is the biggest selling whisky guide, now in its 16^th edition.

Available from 9/10/18 at all good bookshops, retailers and whiskybible.com, priced £14.99.

Press enquiries: Vincent Flint-Hill +44 (0)117 317 9777; vincent@whiskybible.com

NEW WORLD WHISKY RECORD AT BONHAMS EDINBURGH  

The Macallan Valerio Adami 1926 60 year old.  Sold for £848,750. Estimate: £700,000-900,000

A bottle of the extremely rare The Macallan Valerio Adami 1926 60 year old sold at Bonhams Whisky Sale in Edinburgh today (3 October) for a new world record of £848,750. It had been estimated at £700,000-900,000.

The previous world record was set by Bonhams in May this year when another bottle of The Macallan Valerio Adami 1926 was sold for £814,081 (HK$8,636,250).

Bonhams Whisky specialist in Edinburgh Martin Green commented:” I am delighted at this exceptional result. It is a great honour to have established a new world record, and particularly exciting to have done so here in Scotland, the home of whisky.  Bonhams now holds the record for the three most valuable bottles of whisky ever sold at auction.”

The whisky was bottled in 1986.   Macallan commissioned two world-famous Pop Artists – Valerio Adami and Peter Blake – to design labels for a very limited edition of 24 bottles –12 of the Adami and 12 of the Blake labels.  The bottle is elegantly presented in a specially commissioned cabinet or Tantalus, based on the traditional ‘Brass and Glass’ distillery spirit safe. It was bought by the vendor direct from the Macallan distillery for an undisclosed sum in 1994 and was part of a wider collection from the same owner offered in the sale.

Although 12 bottles of The Macallan Valerio Adami 1926 were produced, it is not known how many of them still exist. One is said to have been destroyed in an earthquake in Japan in 2011, and it is believed that at least one of them has been opened and drunk.

Valerio Adami (born 1935) is an Italian artist famous for painting bold, flat forms outlined in thick, black lines, in a style reminiscent of comic art. He is among the most acclaimed of 20^th Century Pop Artists.

NOTES

Bonhams, founded in 1793, is one of the world’s largest and most renowned auctioneers, offering fine art and antiques, motor cars and jewellery. The main salerooms are in London, New York, Los Angeles and Hong Kong, with auctions also held in Knightsbridge, Edinburgh, Paris, San Francisco and Sydney. With a worldwide network of offices and regional representatives in 22 countries, Bonhams offers advice and valuation services in 60 specialist areas. For a full list of forthcoming auctions, plus details of Bonhams specialist departments, please visit bonhams.com.

Bonhams, 101 New Bond Street, London, London W1S 1SR, United Kingdom

Tamdhu toasts International Sherry Week with campaign launch

One of Speyside’s leading single malt scotch whisky distilleries has launched a new campaign to celebrate its strong links with Spain in time for International Sherry Week (8-14 October).

Tamdhu Single Malt Scotch Whisky, which is exclusively matured in Oloroso sherry seasoned European and American oak casks, is inviting whisky enthusiasts on a unique journey through the sun-drenched vineyards, dynamic cooperages and historic bodegas of Jerez to find out what makes its Scotch whisky so unique.

Along the way, people will follow the six-year journey of the Tamdhu sherry cask from ‘Spain to Speyside’ through a series of entertaining films, breath-taking photography, social media insights and new-look website. Audiences will also be introduced to the experts who dedicate their lives to hand-crafting the oak casks that make their final stop at the Tamdhu Distillery in Speyside, Scotland.

In 1898, Tamdhu’s founders secured their first precious shipment of sherry casks from Spain. Now 120 years later, Tamdhu is celebrating this history with a campaign that offers fresh insight into the sherry cask production process it uses exclusively today. Only 5 per cent of all Scotch whisky is matured in sherry casks, which are some of the rarest and most expensive available.

Only the best European and American oak casks are selected to mature Tamdhu’s spirit. These casks are seasoned with specially selected Oloroso sherry from the famous Jerez sherry triangle for a period of two years. After two years these casks are emptied and transported whole to Tamdhu distillery and filled with our precious new spirit.

These sherry casks are the finest in the industry. The highest quality is essential to give Tamdhu its natural, dark amber colour, intense richness on the palate and its deep, long finish.

Iain Weir, Brand Director for Tamdhu, said: “We’re really excited to be launching our ‘Spain To Speyside’ campaign in time for International Sherry Week.

“This fully integrated campaign will offer our international community of sherried whisky enthusiasts the chance to find out more about the passion that goes into every drop of our award-winning spirit.

“Although our casks are exceptionally rare and expensive, we wouldn’t change our methods, as we think it’s the only way to create the very best single malt whisky.”

Follow Tamdhu’s ‘Spain to Speyside – journey of the sherry cask’ campaign online at www.tamdhu.com and on social media by joining the conversation using hashtag #SpainToSpeyside

www.facebook.com/tamdhuwhisky

www.twitter.com/TamdhuWhisky

www.instagram.com/tamdhuwhisky

www.tamdhu.com

www.drinkaware.co.uk

www.scotch-whisky.org.uk

Notes: 

Photos: 

• Tamdhu’s Sandy McIntyre (Distillery Manager) and Gordon Dundas (International Brand Ambassador), toast International Sherry Week (8-14 October) with the launch of Tamdhu’snew ‘Spain to Speyside’ campaign to celebrate its strong links with Spain.

Tamdhu

Tamdhu is 100% matured in the finest Oloroso sherry oak casks from Spain. Born on the banks of the River Spey in 1897, its quality is also defined by the hint of peat in its malted barley and the natural Speyside water that is drawn directly from the Tamdhu spring. It is owned by one of Scotland’s leading, independent family-owned distillers, Ian Macleod Distillers.

Tamdhu’s Oloroso sherry oak casks are hand-crafted from European and American oak in the cooperages of Jerez, in Spain’s ‘sherry triangle’. The cask staves are air dried for a minimum of two years, then seasoned with Spanish Oloroso sherry for a further two years.

Tamdhu Launches New 12 Year Old 

Tamdhu Speyside Single Malt Scotch Whisky has introduced its new 12 Year Old to its exclusively sherry oak matured range.

The new 12 Year Old single malt reflects Tamdhu’s commitment to producing ‘only the best’ sherry cask matured whisky, and will replace the existing Tamdhu 10 Year Old. The new Tamdhu 12 Year Old is rolling out globally now and is expected to be available in the UK in 2019.

Benefiting from an extra two years of maturation, and bottled at 43% ABV, Tamdhu 12 Year Old has been 100% matured for a full 12 years in first fill and refill American and European Oloroso sherry casks from the cooperages of Jerez, in Spain’s ‘sherry triangle’. The result is a complex and rich single malt whisky that delivers a wealth of complexity, with flavours of cinnamon, dried fruit, banana and classic sherry oak depth.

Tamdhu 12 Year Old launches globally with a bold new marketing campaign and packaging design, including a new strapline, ‘Only the Best’ and activation, ‘From Spain to Speyside’; a reference to the top-quality Spanish Oloroso sherry oak casks which were recorded as being first used by Tamdhu Distillery to mature its Speyside single malt whisky 120 years ago, in 1898.

The iconic 12 Year Old Tamdhu bespoke bottle takes the prominent position within its new luxurious packaging, on show for all to see. The packaging details the story of Tamdhu Distillery and the importance of sherry casks and natural colour within the Tamdhu story.

Only the best Oloroso sherry seasoned American and European oak casks give Tamdhu its distinctive colour and flavour. The striking amber tones in the single malt are developed naturally through contact with the sherry seasoned casks, which are crafted in the family cooperages and bodegas of Jerez for up to 6 years before beginning their journey to Scotland.

Sandy McIntyre, Tamdhu Distillery Manager said:

“We’re delighted to introduce the new Tamdhu 12 Year Old as our new entry level expression.

“All our whisky at Tamdhu is exclusively matured in the finest Oloroso sherry oak casks. The American and European oak soaks up nearly 35 litres of Oloroso sherry during the seasoning process in Jerez, which gives our new Tamdhu 12 Year Old its distinctive flavour and striking natural colour.

“When you taste a dram of Tamdhu 12 Year Old, you can really taste the time, care and expert craftsmanship which has gone in to creating this incredible whisky. We hope Tamdhu drinkers around the world will savour it as much as we do.

“We’re on an exciting journey with Tamdhu and we remain committed to bottling only the best.”

Follow Tamdhu’s journey from Spain to Speyside on social media:

www.facebook.com/tamdhuwhisky

www.twitter.com/TamdhuWhisky

www.instagram.com/tamdhuwhisky

www.tamdhu.com

www.drinkaware.co.uk

www.scotch-whisky.org.uk

Notes:

Tamdhu is 100% matured in the finest Oloroso sherry oak casks from Spain. Born on the banks of the River Spey in 1897, its quality is also defined by the hint of peat in its malted barley and the natural Speyside water that is drawn directly from the Tamdhu spring. It is owned by one of Scotland’s leading, independent family-owned distillers, Ian Macleod Distillers.

Tamdhu’s Oloroso sherry oak casks are hand-crafted from European and American oak in the cooperages and bodegas of Jerez, in Spain’s ‘sherry triangle’. 

Full Tasting Notes for Tamdhu 12 Year Old: 

Nose

Rich and enticing; iced cinnamon rolls, orange boiled sweets, fresh sweet oak with raisins and a faint hint of mint.

Palate

Silky texture that coats the mouth with banana, berry jam, malt biscuit and classic sherry oak depth.

Finish

Pleasantly long and balanced with ground spice, dried fruit and soft Scottish tablet, finally unveiling the merest whisper of peat smoke.

ALLT-A-BHAINNE LAUNCH SET TO SHAKE UP THE SINGLE MALT CATEGORY

Introducing Chivas Brothers’ new sweetly peated Speyside single malt that stands proud

Allt-A-Bhainne, the latest release from Scotch whisky specialist Chivas Brothers, is here to shake up the single malt category by mixing the smokiness of peat with the fruity sweetness of the Speyside region in Scotland. The challenger whisky will push conventional boundaries in a bid to attract a whole new generation of drinkers.

Established in 1975, an era of punks, mods and breaking with convention, the Allt-A-Bhainne distillery is truly a product of its time. It is liberated, open and original – and those who have visited can testify that it’s a place for whisky-making, not picture-taking. Now ready to launch its first large-scale offering, Allt-A-Bhainne goes against the grain and stands out as different from more traditional Speyside whiskies, with a distinctive taste and bold personality to match.

At a time when peated malts are growing globally by 7.6% (CAGR 2012/2017 IWSR), Allt-A-Bhainne is the answer for those out-of-the-ordinary special occasions or for valuable time spent unwinding in good company. Bottled at 40% ABV, it is aimed at active single malt explorers looking to experience something a bit different, while also appealing to new single malt drinkers with its straight-talking attitude.

Capturing its bold personality, the clean bottle design features strong, geometric shapes to create an energetic look that resonates with the 70s style of the Allt-A-Bhainne distillery on the label. The clean, uncluttered design of the bottle shows off the liquid and screams confidence in what’s inside. The wooden stopper is a gesture towards the craftsmanship at the heart of the brand.

Richard Clark, Allt-A-Bhainne Master Distiller, comments: “We know that whisky drinkers have evolved. They are becoming more adventurous with their repertoire and want to try something new. That’s why we’ve decided now is the perfect time to launch Allt-A-Bhainne.

“Convention said we shouldn’t mix peat with Speyside and that smokiness and sweetness wouldn’t work together. But we followed our nose, distilled the whisky in the way we know and trust, and Allt-A-Bhainne is the result. It’s a match that might go against traditional Speyside conventions, but that’s something we’re not afraid to challenge.”

Allt-A-Bhainne has now hit the shelves in the UK at an RRP of £37.00 and will also be rolling out in Australia.

Notes:

Tasting notes:

Nose: Notes of soft red apples, sweet runny honey, delicate smoke (bonfire embers) and toffee.

Taste: The smoky flavour comes through much more markedly on the taste and gives a delightful mix of citrus fruits (sweet orange and ripe melon), toasted marshmallows, smoke and gentle peaty flavours.

Finish: Long, smoky, slightly dry and spicy

About Allt-A-Bhainne

Allt-A-Bhainne is a Scottish single malt distillery in the heart of Speyside which began distilling whisky in 1975, a time when everyone was going against the status quo. At the time, convention said that we shouldn’t mix peat with Speyside, but we followed our nose and distilled the whisky our way. Allt-A-Bhainne is a sophisticated and multidimensional liquid, mildly peated, with fruity undertones that create the perfect balance between peatiness and fruitiness. Long used as the heart of multiple blends in the iconic Chivas Brothers portfolio, Allt-A-Bhainne launched its first official single malt Scotch whisky in September 2018.

STILL AUSTIN WHISKEY CO. CELEBRATES FIRST ANNIVERSARY

Grain-to-Glass Urban Distillery Exhibits Exemplary Growth in One Year 

(Austin, TX) – Austin’s first urban whiskey distillery, Still Austin Whiskey Co., opened its doors to the public in September 2017 with a steadfast commitment to a fully grain-to-glass approach. With a mission to produce authentically-crafted whiskeys using all Texas-grown grains, Still Austin has achieved a considerable amount in just one year, including a strong launch, four products on shelves and an unprecedented amount of product in barrels.

Still Austin broke new ground when they opened the first whiskey distillery within the Austin city limits. Once open, they hit the ground running, and on July 20, 2018, filled their 1,000^th whiskey barrel. For a craft distillery, this is a considerable accomplishment.

“It was a great feeling to fill that 1,000th barrel,” said co-founder and CEO Chris Seals. “To my knowledge, no other craft distillery has gone from zero to 1,000 this quickly. We’re very proud of Still’s entire team and all we’ve accomplished this year.” Still Austin’s production is led by Head Distiller, John Schrepel, who distills on their 42-foot column still custom designed by Master Distiller Mike Delevante and crafted by Forsyths in Scotland.

In addition to production milestones, the distillery has achieved a great amount in one year, including a warm reception of initial product offerings; all have won medals in craft competitions. In June 2018, Still Austin released their Texas Rye Gin, a bold iteration made from a base spirit of local rye grains – the first of its kind in Texas. In August, Austin Monthly Magazine named Still “Best Whiskey Distillery” in their “Best of ATX 2018” issue.

There is a great deal on the horizon for Still Austin. As demonstrated by their production, barreling has been a consistent focus and the anticipation for aged product is high. Still Austin hopes to release the first of its aged products, a high Rye Bourbon, in the upcoming months.

About: Still Austin Whiskey Co. is a grain-to-glass distillery dedicated to transforming simple grains into amazing spirits. All spirits are made by hand in Austin, Texas from grains provided by Texas farmers. Still Austin Whiskey Co. is committed to creating Texas expressions of American Craft Whiskey; by making spirits from scratch, quality is ensured at every step. Spirits are sold and served in their tasting room and are available in bars, restaurants and liquor stores. The distillery is located at 440 East St. Elmo Road, Austin, Texas 78745. Tasting room hours are Wednesday & Thursday: 3pm – 9pm, Friday & Saturday: Noon – 10pm, and Sunday: Noon – 6pm. Tours and tastings are available Monday & Tuesday by appointment only, Wednesday & Thursday: 5pm, 7pm, Friday & Saturday: 1pm, 3pm, 5pm, 7pm and Sunday: 1pm, 3pm, 5pm. For more information visit www.stillaustin.com. Visit on Facebook at Facebook.com/StillATX and follow on Twitter @StillAtX and Instagram @Still_ATX.

CHIVAS RAISES A GLASS TO MANCHESTER UNITED’S 1968 VICTORY IN EUROPE WITH RARE 50 YEAR OLD SCOTCH

– Oldest whisky ever released by Chivas – 

1^st October 2018 – Ahead of Manchester United’s first European Cup home game of the season, Chivas, the original luxury blended Scotch whisky, has unveiled Chivas The Icon 50^th 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 23^rd to 30^th 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.

https://www.youtube.com/watch?v=ZrmFLXNsNa4

Notes

About Chivas

Chivas believes that blended is better, in life and in Scotch. The original luxury blended Scotch whisky, Chivas’ belief in blending was instilled by founding brothers, James and John Chivas, who pioneered the art of blending in 19th century Scotland. Since then, Chivas has been integral to the growth of the Scotch whisky category worldwide – by bringing together the best malt and grain whiskies to create something extraordinary.

Chivas believes in the power of blending in life, as well as in Scotch. In bringing people together to create a greater whole – which is why Chivas is proud to be the global spirits partner of Manchester United, the world’s biggest football club; and in blending ambition with generosity and using success to enrich the lives of others – which is why the Chivas Venture supports social startups with $1m in annual funding.

Chivas blends its home in Speyside, Scotland, with more than 100 countries across the globe, who together have made Chivas the global success it is today, selling more than 4.2 million 9L cases every year. The Chivas range blends timeless classics with modern innovation, including: 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.

Chivas. Success is a blend. www.Chivas.com

About Manchester United

Manchester United is one of the most popular and successful sports teams in the world, playing one of the most popular spectator sports on Earth. Through their 140-year heritage the Club has won 66 trophies, enabling them to develop the world’s leading sports brand and a global community of 659 million followers. Their large, passionate community provides Manchester United with a worldwide platform to generate significant revenue from multiple sources, including sponsorship, merchandising, product licensing, new media & mobile, broadcasting and match day. www.manutd.com