Chivas Regal launches Crystalgold, redefining tradition

Chivas Regal has launched Chivas Regal Crystalgold, a crystal-clear spirit that pairs the mixability of clear spirits with the depth and craftsmanship of oak-aged whisky. The global rollout features F1 driver and Global BrandAmbassador Charles Leclerc ahead of the Singapore Grand Prix.

The spirit uses a bespoke blend refined through a pioneering filtration process that removes color while retaining flavor. Chivas Regal Crystalgold can be enjoyed neat, on the rocks or in cocktails.

Technical innovation preserves flavor depth

“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 Sandy Hyslop, Master Blender at Chivas Regal. “Through years of experimentation, we have perfected a filtration process that removes colour while retaining flavour for a truly 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.”

Leclerc partnership centers on precision and strategy

“Since partnering with Chivas Regal, I’ve been inspired by its unwavering commitment to craftsmanship and ability to balance heritage with innovation,” said Charles Leclerc, Global Brand Ambassador at Chivas Regal. “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.”

Leclerc and Chivas Regal created the Leclerc Spritz to celebrate the launch, combining citrus, elderflower and mint elevated with champagne and Chivas Regal Crystalgold.

Product targets afternoon-to-evening occasions

“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 Nick Blacknell, Marketing Director at Chivas Regal. “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.”

Global travel retail rollout begins

Chivas Regal Crystalgold becomes available in global travel retail from lateSeptember into early October, starting with activations at Changi Airport inSingapore to coincide with the Singapore Grand Prix. Following Singapore, the product will launch in airport stores in Mexico, Brazil and the IMEA region.

The Leclerc Spritz recipe calls for 30ml Chivas Regal Crystalgold, 30ml elderflower cordial, 20ml lime juice and 60ml sparkling wine or champagne, served in a stemmed glass with a mint sprig garnish. Tasting notes include apple pie, vanilla fudge and creamy butterscotch aromas with hints of orange zest, sweet red apples and juicy pears on the palate with warming cinnamon and ginger, finishing exceptionally smooth.

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