CHIVAS REGAL THE ICON 50 YEAR OLD
After more than a century, Chivas Regal has established itself as the first premium whiskey in the world and now, Chivas Regal introduces a new premium version for a new era, Chivas Regal The Icon 50 years peak of the Chivas Regal line.
- Limited edition is made from the rarest, oldest whiskeys
“It was a great challenge to grow at the pinnacle of the Chivas line,” said Richard Clayton, Creative Director Coley Porter Bell. “We have had our branding lessons accumulated over the years and distilled up the image of the Chivas Regal brand. We then sum up with our knowledge and experience working in the extremely prestigious spiritual world to create something distinct that delights our elegance. Chivas Regal The Icon creates modern elegance while acknowledging the brand’s luxurious past”.
This 50 year old blend, the oldest ever bottled by Chivas Brothers, was created to commemorate the 50th anniversary of Manchester United’s victory in the 1968 European Cup against Benfica. According to Chivas, ‘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.’ The bottle has been photographed with players of Manchester United, and one thing is clear – it’s gorgeous. For many years, Royal Salute (the lowest is Royal Salute 21 in a ceramic bottle) stormed the luxury segment while Chivas Regal was modest with Chivas Regal 12, 18 and the highest was Chivas Regal 25 years. When Royal Salute wanted to get rid of the shadow of the mother Chivas Brother, perhaps this occasion Chivas Regal launched The Icon to mark a turning point into the higher segment under the Chivas Regal brand.
Only four bottles have been created: one per goal in the 4:1 final victory against Benfica Lisbon; each bottle is bottled at a concentration of 43% ABV, with a volume of 700ml. While one bottle will be put on permanent display at Strathisla distillery, the home of Chivas Regal, the second bottle will be sold at Sotheby’s in November via an online auction. The third bottle will initially be displayed at the Manchester United Museum and will be offered for private sale after the 2019 season ends. The last bottle will be given as a gift to a very special fan yet to be identified, who has supported the club through every high and low.
- Exquisite handcraft design
The hand blown Dartington Crystal decanter is decorated with a bespoke metal plaque enshrining the victory of 1968 on 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. Blue leather presentation case, housed within a green leather travelling case. Chivas Regal The Icon 50 years is a symbol of luxury for a new era and a celebration of over 200 years of outstanding craftsmanship. This design is a great tribute to the brand’s illustrious past.
