As reported back in early May on Duty Free Hunter, Chivas Regal The Icon is the new ultra-premium edition of Chivas Regal, the pinnacle of the brand’s collection. In Dubai this week, this duty-free exclusive expression received a quite stunning global launch.
That Dubai is a world class city is undisputable and given its international appeal, it becomes the perfect space for global brand launches. Every imaginable luxury brand finds favour in this city as the Elie Saabs and Stella McCartneys jostle for space in a competitive, rich, varied market that is always hungry for more. That Chivas Regal should choose this city to unveil its latest luxury whisky does not come as a surprise. Chivas Regal The Icon, a blend of more than 20 whiskeys from rare, even forgotten distilleries operated by the house of Chivas across Scotland, was launched here on June 9, 2015.
The brand pulled out all stops as journalists and whiskey connoisseurs from locations as far flung as London, Moscow and Vietnam travelled to Dubai to witness the spectacle. In keeping with the brand’s love for all things fine, the bottle was unveiled at At.mosphere, the swish restaurant located on the 122nd floor of the Burj Khalifa, another icon of excellence.
The whisky comes in a special, handcrafted decanter of green crystal which is delicately etched and pays a fitting tribute to the original bottle of Chivas Regal that was born in a corner of Scotland in 1909. It also has a signature luckenbooth stopper, a traditional Celtic symbol of love on it.
Chivas Regal master blender Colin Scott, who has spent over three decades perfecting the art of whisky-making at the brand, unveiled the bottle in Dubai.
Also present at the launch was one of the world’s foremost whiskey writers, Dave Broom, who collaborated with Chivas for this event and brought his vast whisky knowledge to the table. With tasting notes that echo a love for smooth, almost velvet ingredients, Chivas Regal The Icon is a delicious combination of honey, vanilla and dark chocolate, wrapped in the subtle nuttiness of a hazelnut.
Colin Scott, Chivas Regal’s Master Blender, commented: “Chivas Regal The Icon is a truly exquisite blend – perfectly smooth with an intense concentration of sumptuous flavours that develop into an exceptionally long, lingering finish. I am proud to present this luxurious expression of the Chivas Regal house style to you.”
The inaugural edition of Chivas Regal The Icon will be made available to purchase for the very first time exclusively from Dubai Duty Free from May – September 2015. This luxury Scotch whisky will then be available globally at 40% ABV in 70cl bottles. Chivas Regal The Icon retails in Global Travel Retail for RRP of $3,500 (USD).
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