Chivas Brothers

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Chivas Brothers was established by Pernod Ricard as the group’s Scotch whisky business in December 2001. Chivas Brothers is one of three UK-based Pernod companies. [1]


In 1801 Chivas Brothers opened a luxury grocers in Aberdeen, they specialised in exotic goods including exclusive French brandies and rarely available Caribbean rums. The brothers (Jim & John) began blending their own whisky to complement the range and provide an alternative to, more accessible, but poor quality harsh scotch. Grocers to Queen Victoria when n Scotland by 1843 the brothers were awarded a Royal Warrant which enabled them to supply the royal house hold. By the 1920’s the firm was exporting its Chivas Regal Whisky to America and by the 1950’s it was regarded as an upmarket drink featured in the movies and said to be Frank Sinatra and the rat pack’s preferred tipple. The company bought Strathisla Distillery the oldest working distillery in the Highlands. [2]. In 1949 the Canadian drinks giant Seagram's bought Chivas Bros[3] Seagram's added The Glenlivet to the Chivas portfollio in 1977. In 2001 Seagram's sold Chivas Bros to Pernod Ricard for £5.7 billion, the French firm already owned Aberlour disstillery. Again, in 2005 the Chivas range was increased by Pernod's £7.6 billion acquisition of Allied Domecq in association with US Fortune Brands and the subsequent takeover of Ballantine's Scotch whisky the world's 3rd top seller. The firm hopes to catch the world number one whisky Johnnie Walker; one of Diageo's biggest global brands.[4]

According to Chivas International Marketing Director Martin Riley

Diageo has over 30 per cent of the global Scotch whisky market, and we now have more than 20 per cent. We are the clear number two, significantly ahead of all the others. [5]

The Business Today

Chivas Regal is one of the world's leading premium scotch brands and is on sale in more than 200 countries. Despite of its French ownership Chivas Bros is based in Paisley near Glasgow, Scotland and employs more than 800 people, Chivas produces well-known brands including Chivas Regal, The Glenlivet and Royal Salute.[6]

Alcohol badge.jpg This article is part of the Spinwatch public health oriented Alcohol Portal project.



PR & Marketing Companies

  • Graphico Digital marketing firm who developed the global brand site for Chivas Regal [8]


  1. Just Drinks Chivas Bros accessed 6th Febuary 2009
  2. Nation Master Encyclopaedia Chivas Regal accessed 5th December 2008
  3. Gavin D Smith, Whisky Pages Chivas' Regal Progress accessed 5th December 2008
  4. Gavin D Smith, Whisky Pages Chivas' Regal Progress accessed 5th December 2008
  5. Gavin D Smith, Whisky Pages Chivas' Regal Progress accessed 5th December 2008
  6. Clare Coulson, The Telegraph 24th October 2006 Pernod accessed 5th December 2008
  7. Scottish Parliament, Cross-Party Groups in the Scottish Parliament- Registration Form, no date given, accessed 5th October 2011
  8. Graphico Clients accessed 5th December 2008