Chivas' newest is its oldest

Chivas Regal is reaching into its past for a new product.

Chivas 25-year-old Scotch, which launched the brand in 1909 but became extinct after World War I and Prohibition, is being re-launched in a series of major U.S. markets by brand owner Pernod Ricard.

The latest event was held last week in New York, where 25 pipers escorted the whisky into a promotional dinner held at the New York Public Library with an A-list of celebrities on hand and Chivas master blender Colin Scott (seen here) presiding. Previous events were held in Los Angels and Chicago, with a Miami event scheduled for next month.

Chivas officials say the 25-year-old is intended for the super-premium market and will be the brand's highest priced. It is being produced in limited amounts and packaged in individually numbered bottles at a suggested retail price of $299.

Christian Porta, chairman and CEO of Chivas Brothers, speaking in the finest public relations form, declared:

“Thanks to the exceptional Chivas Brothers inventory laid down many years ago, we have been able to create a rare and prestigious blend of the finest aged whiskies which will satisfy today’s thirst for the finest luxury products. Just as the original Chivas Regal was the very first luxury Scotch, Chivas Regal 25 Year Old sets the standard for all others and will ensure we maintain our status as pioneers in the growing super premium category.”

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