24 hours of Elegance, which takes place from September 6th to the 8th, will present Mr. Alex Robertson, International Brand Ambassador for CHIVAS Brothers. Alex, who will arrive from Scotland, will share his knowledge and experience with lovers of this prestigious beverage.
1. How did you develop your passion for whisky?
The Scots are passionate people and our pride in Scotch is intrinsic in our identity. My passion was ignited by my grandfather who was a great advocate of Scotch and my curiosity led me to establish Glasgow’s first whisky club.Today, I am incredibly proud to represent a dynamic company which is the global leader in luxury Scotch whisky.
2. Give us a few tips on how to recognize premium quality drinks?
A great way to start is to look for the number, age matters - research by Chivas Brothers revealed nine of 10 whisky drinkers believe age is an important indicator of quality. The age statement on a bottle of Chivas 12, for example, means the youngest whisky in the bottle has matured for at least 12 years – many will be older.As whisky matures in oak casks, it develops multi-layered flavours and it follows the longer the maturation, the more complex the whisky.
3. What makes Chivas whiskey a prestigious brand?
Chivas Regal was the world’s first luxury whisky when first launched as a 25 year old Scotch in 1909 and today consumers associate Chivas Regal with luxury, exclusivity and prestige.First and foremost, Chivas 12, 18 and 25 are Scotch whiskies of exceptional quality with a smooth, rich and harmonious house style pioneered by the Chivas Brothers, James and John, in the 19th Century.Today, Chivas evokes that spirit of brotherhood, optimism and generosity and is a sponsor of the Cannes Film Festival and global media partner for Time 100.
4. What is Chivas secret for such quality and great taste?
It’s about craftsmanship, the guardian of Chivas Regal is the Master Blender Colin Scott, who has crafted our luxury whiskies for more than quarter of a century.The origin of a product is vital for consumers as heritage means authenticity.Chivas 12 has a rich distinctive style and is one of the world’s best loved whiskies, the whiskies in Chivas 18 are hand selected for their exceptional quality and Chivas 25, the pinnacle of the range, is a blend of the finest whiskies aged for at least a quarter of a century.
5. What is the difference between whiskey consumers in Europe, Asia or America?
Chivas is a truly global brand, sold in more than 150 countries; Chivas is the number one Scotch whisky in China, Chivas 12 is the number one super premium Scotch whisky in Europe and Chivas 18 the number one ultra-premium Scotch in Asia.I visit up to 20 countries each year and find the luxury consumer is diverse, rapidly evolving but share the same interests.The main difference is in consumption, in China for example Chivas Regal is enjoyed with green tea whilst in Europe it is enjoyed on ice or with water; Chivas is also incredibly versatile and great served as a cocktail.Experiences are increasingly important to the luxury consumer who wants a unique and personal insight, such as 24 Hours of Elegance!
6.What type of presentation have you prepared for our Belgrade public, during our “24 hours of Elegance” event?
I don’t want to give too much away but suffice to say there will be two unique spirits especially bottled for Belgrade, and an opportunity to experience the craftsmanship behind Chivas Regal and the value of age first hand.
