• by Karl Greenberg , October 10, 2007

Chivas Regal 25-year-old Scotch disappeared after WWI and Prohibition--but Chivas, which first launched the brand in 1909 as a 25-year-old, high-end Scotch, is bringing it back.

The company last week launched the grassroots end of a U.S. campaign aimed at mining the consumer trend toward premium scotch. The effort, which will include launch events--the first was in New York City last week--aims to reintroduce the Chivas Regal brand in its original 25-year-old variety.

The first of its grassroots programs--heavy in pomp and circumstance--for the Chivas Regal 25 Year Old Scotch whisky was last week at the New York Public Library. The event was populated with movie stars and celebrities like Julianne Moore and Bollywood superstar Karan Johar.

The first bottle was brought into the dinner with 25 pipers from the New York City Fire Department.

A spokesperson for the brand says that the quarter-century-old blend is the most premium variety of Chivas, and is intended to "Re-assert Chivas' luxury credentials. There will always be a demand for qualitative products like Chivas Regal--the super-premium category of Scotch is growing. U.S. consumers are switching to premium whiskies of all varieties, including blended scotch."

Per the company, there have also been launch events in Chicago and L.A., and there will be one in Miami in November. "We will also have special tastings in different markets, and hope to appear in gift guides this holiday season."