Chivas Regal has launched The Chivas Brothers’ Blend to be distributed exclusively to the global travel retail channel.

Photo: Chivas BB Bottle, clickable

Since the Chivas Regal 25 Year Old relaunch in 2007, this is the first product launch for the brand and it’s inspired by brothers, John and James Chivas who founded Chivas Brothers’ Emporium in the mid-1800s. Those days the company was selling fine foods and whiskies in Aberdeen, today it’s an international company with a presence on 150 markets around the world.

The Chivas Brothers’ Blend is a 12 years old blend made of selected range of malt whiskies.  It contains high proportions of Strathisla and Longmorn malts, which give it an extra smooth taste. The whisky boasts of a rich amber color and ripe soft fruit flavors such as peach and pear as well as an accent of runny honey, marmalade and soft candy.

The Chivas Brothers’ Blend bottle is packed in a carton box of purple color with the etched Chivas Regal family crest on the bottle.

To ignite travelers’ curiosity, the company has developed the global Travel Retail teaser campaign ‘A New Arrival from Chivas.’ Consumers will be able to experience an original product activation involving out-of-store theatre, digital interaction, and innovative consumer engagement.

James Slack, Global Brand Director, Chivas Regal, said, ‘Chivas Regal product focuses on our heritage of craftsmanship blended with a modern twist. The result is an ultra-smooth whisky for today’s travellers who are looking not only for brand innovation but also an experience. The Chivas Brothers’ Blend is the ultimate whisky to share.’

As part of its annual collaboration with artists, last month Chivas Regal launched a limited package design with British luxury shoe designer Tim Little.