Wednesday 3 September 2014

PR #21: New Chivas Regal "Extra"

It seems the folks at Pernod Ricard really love Australia. First they launched The Guardians' Chapter in Sydney before anywhere else in the world, and now the Australian market will be the first in the world to receive the new Chivas Regal Extra - the first new (non-travel) retail release in almost 10 years, set to launch on 22nd September 2014.

(The Chivas Brothers Blend, which features on our #101drams Charitable Challenge, was released in 2012, but remains a travel retail exclusive.)

Colin Scott, Master Blender at Chivas Regal:
"This is our first new expression in almost 10 years. Chivas Regal Extra is an exceptional blend of specially selected Whiskies built on a rich foundation of Malts that have been matured in a higher proportion of sherry casks. This process delivers a profound depth of flavor and a Whisky that showcases the character of this unique blend, taking it to a whole new level.’’ 

The release is a NAS whisky (which doesn't matter in the slightest as long as the liquid is good!), and we love the sound of the "higher proportion of sherry casks". Sounds like this one will be a bolder, richer Chivas, with the tasting notes describing it as having:
"...additional layers of subtle spice. Fruity and sweet on the nose, its enchanting aroma of ripe pears and melon, creamy toffee and milk chocolate, balanced with cinnamon and a hint of ginger is crafted to truly excite the senses. The resulting taste is an alluring combination of sweet ripe pears in syrup and vanilla caramel, well balanced with the subtle warmth of cinnamon sweets and almonds in the background. "

While I'm mostly a single malt fan, I do appreciate a good blend, and in its category I've always considered Chivas 12 (and 18 for that matter) to be good blends.  Chivas Regal Extra is designed to sit between the 12 and 18, and will retail for $73AUD (no word yet on Hong Kong availability or pricing).

To celebrate the release, throughout September 2014, 18 venues have partnered with Chivas Regal for a national on premise sampling campaign. Consumers can visit one of the bars and simply purchase a Chivas drink, whether it be served neat, on the rocks, or mixed in a cocktail, request “something extra” and receive a complimentary sample of Chivas Regal Extra.

Venues include:
  • NSW – Palmer & Co, Grain, The Barbershop, Eau de Vie, Coal & Cedar (Newcastle), The Roadhouse (Byron Bay)
  • VIC – Eau de Vie, Cookie, The Toff in Town, Whisky & Alement
  • QLD – Cobbler Bar, Gresham, The Bowery
  • SA – The Botanic, Collin’s Bar
  • WA – Bar Lafayette, The Classroom
  • ACT – Molly’s
We'll post tasting notes once we manage to sample it.


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