Pernod Ricard-owned Scotch whisky brand Chivas Regal this week unveiled what it dubbed a “groundbreaking spirit innovation”, Chivas Regal Crystalgold, with a launch fronted by Chivas Regal Global Brand Ambassador and Formula 1 driver Charles Leclerc.
The line extension combines the mixability and versatility of a clear spirit with the depth of flavour and craftsmanship of a dark, oak-aged equivalent, the company said.
Pernod Ricard Global Travel Retail has launched Chivas Regal Crystalgold, starting with an activation in partnership with Lotte Duty Free at Changi Airport to coincide with the Singapore Grand Prix (5 October).
After Singapore, the line will be available in airport stores in Mexico, Brazil and the IMEA region.
“We’ve always believed that innovation should enhance tradition, not erase it and Chivas Regal Crystalgold is the epitome of that. It pushes the boundaries of what’s possible in blending,” said Chivas Regal Master Blender Sandy Hyslop.
“Through years of experimentation, we have perfected a filtration process that removes colour while retaining flavour for a unique drinking experience.
“Our goal with Chivas Regal Crystalgold wasn’t just to innovate, it was to preserve everything people love about an oak-aged spirit, while presenting it in a way you’ve never seen from us before. The clarity is striking, but the flavour is unmistakably ours.”
The company said Chivas Regal Crystalgold offers an elevated alternative to traditional clear spirit, ideal for sundowner moments that call for something fresher. It can be enjoyed neat, on the rocks, or in a cocktail for a distinctive, ultra-smooth drinking experience, Chivas Regal added.
Monégasque F1 ace Charles Leclerc is fronting the launch. “Since partnering with Chivas Regal, I’ve been inspired by its unwavering commitment to craftsmanship and ability to balance heritage with innovation,” he said.
“That philosophy deeply resonates with me – it mirrors the way I approach both my career and off-track passions, like chess, where strategy and precision are everything. Chivas Regal Crystalgold is the embodiment of that spirit. It’s about pushing boundaries while staying true to your roots.”
To celebrate the launch Leclerc and Chivas Regal have together created the ‘Leclerc Spritz’, comprising a blend of citrus, elderflower and mint, elevated with Champagne and Chivas Regal Crystalgold.
“With 75% of consumers seeking spirits suited to afternoon-to-evening occasions, Chivas Regal Crystalgold meets a growing demand for spirits that are lighter and more versatile, while filling a unique space in our brand portfolio,” said Chivas Regal Marketing Director Nick Blacknell.
“We’ve created a product that allows for both existing and new generations of drinkers to experience a new type of spirit made by Chivas Regal. It’s a breakthrough in filtration and taste, but more than that it’s a statement of who we are – bold, strategic, and ahead of the curve.” ✈
