Given he is the Master Blender at Chivas Brothers, it might come as no surprise to learn that ‘blend’ is one of Sandy Hyslop’s favourite words. But for him, the term extends beyond the processes of whisky production, pointing towards a wider ethos that is fundamental to everything the company does. It speaks to how tradition is blended with innovation – how centuries-old knowledge is applied to new initiatives, reaching out to consumers across the globe.
“Innovation is of utmost importance to us,” he says, “because we do have to be engaged with the young consumers coming through.” It’s a neat balancing act, where consistency, continuity and legacy needs to sit alongside experimentation. “So, we’re keeping that tradition there for our longstanding whisky drinkers, but we also sit in that area around the edge, making new products, finishing them in an exotic cask, for instance. It’s that blend of challenging boundaries.”
“Yes, absolutely. It’s about blending people, blending experiences,” agrees Jacques-Henri Brive, Head of Luxury at Chivas Brothers. For the established whisky aficionado, those experiences include The Vault, a highly exclusive, immersive tasting journey offered to a select few from the company’s home, Strathisla Distillery in the heart of Speyside (the oldest continuously operating distillery in the Scottish Highlands, founded in 1786). Here, collectors get the chance to purchase their own rare cask from a selection of 14 that have never before been offered for sale.
“For me, to be able to select casks that can be put into The Vault and made available for an exclusive bottling is just a dream come true,” says Hyslop. “It’s like being in a sweetie shop! If I come across something that is exemplary in quality, a superb example of that distillery, I’ll lay it aside for The Vault. It’s the cream of the crop – and a great opportunity for myself and my team to showcase the quality of the inventory that we have.”
This veritable Aladdin’s cave, selected from Chivas Brothers’ world-renowned portfolio of single malts and blended whiskies (including Ballantine’s, Royal Salute, Chivas Regal and The Glenlivet) is for those who are already well established in their whisky journey. “Some of those distilleries don’t exist anymore,” points out Hyslop. “These casks are the last of the legacy of that distillery. That’s something really special for somebody to own.”
As Brive explains, the breadth and width of Chivas Brothers’ product offering (it is the second largest producer of Scotch whisky in the world, with 12 single malt distilleries) means that there is a diversity and richness to the brand, covering a vast array of consumers, in terms of demographics as well as geography. Ballantine's, the number one Scotch whisky in Europe, has always been a brand which celebrates self-expression and doing things your own way. Chivas Regal reaches more than 100 countries across the globe, which together have made it the global success it is today.
With a range of exceptionally crafted and aged blended Scotch whiskies, Royal Salute is steeped in tradition while firmly engaged in the modern world, whilst The Glenlivet is the original Speyside single malt, renowned for its heritage as a visionary and its commitment to outstanding craftsmanship. His motivation is “to open up the world of Scotch whisky and not be elitist; to be relevant to the new generation”.
Key to this mindset is the idea that Chivas Brothers offers not just whisky products, but experiences to its audience. This was the inspiration behind his decision to open up Linn House for private bookings. Nestled on the banks of River Isla in Speyside, Chivas Brothers’ first guest house and whisky retreat offers what Brive describes as “our home away from home”, set within a Victorian manor house, where guests can sample the delights of the carefully curated whisky library, broaden their knowledge through guided tastings, and enjoy unique culinary evenings prepared by resident and guest chefs, before retiring to the firepit for a dram under the stars.
“What we are really offering at Linn House is a connection with Scotland, a connection with the makers, with the local ingredients,” he says. “Of course, we are all about whisky, but it’s the luxury base to come and discover Speyside, even beyond whisky.”
Warming to the theme, Hyslop points out that the hospitality, the secrets of The Vault, and the know-how that his team pass down through the decades all combine as examples of what stands Chivas Brothers apart. “I think the mix of people, the different innovations we’re doing, they all really come together to make that perfect blend.”
Photography by Sam Walton
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