Chivas Regal hails ‘technical breakthrough’ with launch of clear spirit drink Crystalgold

Scotch whisky brand Chivas Regal has created a colourless spirit drink it claims retains the flavour of its house blend with “the versatility and mixability of a clear spirit”.

Called Chivas Regal Crystalgold, the NPD will debut at the Singapore Grand Prix today (30 September) before launching next month via Amazon (rsp: £51/70cl).

Billed as a “crystal-clear, colourless and ultra-smooth liquid”, Crystalgold was the result of three years of research and development, according to Chivas Regal owner Chivas Brothers.

The innovation was made possible by a “technical breakthrough” in the form of a bespoke filtration process that extracts the colour from a golden, oak-aged spirit, Chivas Regal said. The liquid is then blended with a small percentage (0.01% by volume) of new-make spirit before being bottled.

“It is the easiest thing in the world to make a clear spirit, but to make a clear spirit with proper flavour retention takes a lot of work and trial,” said Chivas Regal master blender Sandy Hyslop. “It was a challenge that pushed us creatively, and the result is a spirit drink that feels both unexpected, yet unmistakably true to the brand in character.”

The growing sub-category of filtered aged tequila – dubbed cristalino – was also “on the radar” of Chivas Regal when developing Crystalgold, Hyslop added.

By pairing the depth of flavour of whisky with the lightness of a clear spirit, Crystalgold would unlock “new possibilities” for the brand in “increasingly popular early evening occasions, traditionally the domain of clear spirits like tequila”, said Chivas Brothers.

“Post-Covid, we’re seeing that people are not going out as late and that in turn has had a knock-on effect on those prohibition-style bars where scotch is traditionally consumed,” said Chivas Regal global marketing director Nick Blacknell. “With people drinking earlier in the day they are looking for lighter drinks, and we’ve seen that in the rise of the spritz and tequila-based citrus drinks. It’s something that we as a dark spirit producer can’t just ignore.”

Blacknell continued: “People have been trying to crack clear ‘whisky’ for a long time. If you can combine the heritage and flavour profile of whisky with the mixability of white spirits, you’ve got everything in one product.”

The launch of Crystalgold will be supported by a global consumer marketing campaign led by Chivas Regal global brand ambassador Charles Leclerc, kicking off next month.