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This is the story of one of the most popular Scotch whiskies, the Chivas. To begin with, let's go back many years, to the days of the Scottish clans. Life back then, to put it mildly, was not sugar. Tough, harsh, and neither was the taste of the whisky drunk back then. At that time people did not know how to drink whisky and it burned the throat, so they drank it in one gulp. By the way, back then whiskey was called "uisge beatha", which means "water of life" in Gaulish. Yes, whisky was a symbol of life back then. They drank it at the end of the day, raising their glasses with the cry of "Here's to life," rejoicing at the fact that they had lived through another day.
A New Look
Brothers James and John Chivas decided to change everything. Well, okay, not everything, just the taste of the whiskey: to make it softer so you could enjoy the drink. And yes, it necessarily had to be a "top quality product." No other way! In fact, there is no huge mystery as to how the brothers managed to get a completely different whiskey, with a pleasant taste. To create it they blended only the most mature (and this is almost matured) whisky. As a result they got a really soft drink the fame of which instantly spread all over Scotland.
By the way it was the famous Chivas Regal 12: a rich and noble drink. So, by the way.
It so happened that Queen Victoria, once visited Scotland, fell in love with the country and began to spend a lot of time there. Of course, caterers were needed. And then James Chivas receives a letter from the Lord of Liverpool from which he learns that his drink is of such high quality that it is more than suitable to be on the royal table. Thus Chivas Brothers became the official supplier of Queen Victoria.
By the way, the Chivas Brothers didn't have their own distillery for a long time. This is a paradox.
Chivas was born in Scotland, but it achieved its greatest success over the Atlantic Ocean. Here it's all perfectly understandable: America was a land of opportunity then, it seemed that nothing was unreal. Those who wanted it, achieved a lot. "New Americans" greatly revered the classics of the old world, and Chivas was one of those classics, so it easily entered every American home and was firmly established there.
But this whiskey lacked the luxurious packaging and presentability which American consumers usually demanded. However, this problem was not a problem at all. It was solved rather quickly by developing the packaging which we still see today. Silver, with three-dimensional heraldic symbols, reflecting the noble origins and chivalrous spirit of the ancient Scottish clans. Not a bad preview of the drink itself.