Chivas Claims Regal Victory

12 November 2012

Chivas Brothers has claimed a victory in the battle to protect the esteemed reputation of its flagship Scotch whisky brand Chivas Regal in China. The name Chivas (both in English and Chinese characters) and Chivas Regal (in English) have now been recognised by the Chinese Trade Marks Office (CTMO) as well-known trade marks in China, says a company spokesperson.

“This formal recognition of Chivas as a well-known trade mark will strengthen protection of the Chivas brand in China,” said Christian Porta, chairman and chief executive officer of Chivas Brothers. “This is an important result for Chivas Brothers as China is the largest market for Chivas Regal Scotch whisky and a significant investment is made to promote the brand throughout China every year.”

The decision means that third parties may not use or register Chivas (in English or Chinese) or Chivas Regal (in English) or any similar words for any goods – not only spirits – where such use may cause confusion in China.

In the Hurun Report’s 2009 Best of the Best Survey, Chivas Regal 18 Year Old was named China’s best premium whisky. Winners of the survey are selected by 345 of China’s dollar millionaires and compiled by market research company Sinomonitor. Chivas Regal is a global priority brand for Pernod Ricard and enjoys a wide distribution around the world.

Porta credited the UK Embassy in Beijing and the Scotch Whisky Association as supporting the company’s efforts to achieve the well-known mark recognition.

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