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CHIVAS REGAL 25 YEAR OLD - GATHERING MOMENTUM, NOT MOSS

10 May
2008

chivas 25 styled rev.jpg Chivas Regal 25 Year Old has made a number of high profile debuts around the
world, (the latest quite recently) and scooped the top award for Best Blended Scotch at the San Francisco
World Spirits Awards. Global demand for the new luxury blend is so high that
Chivas Brothers is already looking ahead to next year's allocation.

The ultra
premium addition to the world famous Chivas Regal family was inspired by the
first ever Chivas Regal whisky, also a 25 Year Old blend, which was shipped
from Scotland to New York in 1909 to satisfy the
sophisticated palate of the American high society. Produced in limited
quantities only, the new Chivas Regal 25 Year Old blend, created by Master
Blender Colin Scott, is priced from US$299 and was first launched at a
star-studded event at the New York Public library on 28 September last year.

Chivas Brothers
Chairman & CEO Christian Porta commented on the event: "The launch was
the most important and high profile event that Chivas Brothers has ever done,
resulting in an impressive three times return of investment in international
media coverage alone."

Since the New York event, the popularity
of Chivas Regal 25 Year Old has inspired impressive launches around the world
in prestigious cities reflecting the global demand for luxury Scotch whisky.

In the US , Master Blender Colin
Scott took part in a multi-city tour launching the blend at exclusive VIP and
press events which combined Chivas Regal's Scottish heritage with the glamour
of the New York society in which Chivas
Regal first found fame.

The UK launch was an intimate
soirée for influential media and select customers at the iconic Wellington Arch
in London . This was complemented by a sampling tour for
top luxury publications where journalists were offered a 'dram' of Chivas Regal
25 Year Old in a chauffeured Maserati and an exclusive tasting for consumers at
Selfridge's, the massive department store in central London.

In China, where
the Chivas Regal range is the top selling imported spirit and highly popular amongst
the country's trendsetters, a red carpet launch at the world-famous Shanghai
Exhibition Centre attracted 400 of China's foremost celebrities, media people and
socialites.

Sophie Gallois,
Brand Director for Chivas Regal, comments: " China 's huge economic growth
has given rise to a new, wealthy elite and the launch of the ultra premium
blend Chivas Regal 25 Year Old is ideally placed for this new Chinese way of
living."

Dubai 's launch evening was hosted by the Duke of Argyll
at the most luxurious hotel Burj Al Arab, generating media coverage in numerous
top society magazines. I have recently returned from a visit to Dubai and would expect to see
this brand in all of the top hotels there. It is certainly fitting that the launch
was in this super-luxurious 7 star venue. In Poland a gala dinner was held
for select journalists accompanied by a special tasting and violin recital at
the country's most prestigious hotel, The Bristol Hotel.

The launch of
Chivas Regal 25 Year Old completes the Chivas Regal family which also includes
Chivas Regal 12 Year Old and 18 Year Old, both being affordable in bottle to
some of us lesser mortals. Though a perk of being involved with this industry
is that you get to taste some wonderful things that the personal budget might
not always allow as a purchase. Whisky
drinkers in over 200 countries love the Chivas Regal brand in its various
forms. Through all its relevant
expressions of blend and malt, Chivas Brothers enjoys a position as the global leader
in luxury Scotch with more than an 80% market share of Scotch Whisky aged 21
Years Old and over.

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Comments

This is an expensive one, is it worth the extra money or do you recommend one of their younger scotches?