[1] 1939 saw the debut and continued success of Chivas Regal 12-year-old Blended Scotch in the US, at what was to become a global standard proof value of 75 degrees, i.e., 42.8% ABV.

Henceforth, quality, age (generally 12 years), cost (high), popularity (sales) and demography (high-end) would define a "premium" Scotch Whisky.

[9][10] Chivas Regal has been the market-leading Scotch whisky aged 12 years and older in Europe and Asia Pacific.

[11] Strathisla distillery in Speyside is home to Chivas Regal and its visitor centre.

In 2013, the San Francisco World Spirits Competition jury awarded its Double Gold Medals to the Chivas Regal 18yr, 21yr and 25yr whiskies.