# Regal Royal Liquors Chivas Regal's 38-Year-Old Royal Salute Scotch Whiskey By Marissa Liu | Published 2010-04-14 | Luxury Source: Trend Hunter, https://www.trendhunter.com/trends/royal-salute References: [bornrich.org](http://www.bornrich.org/entry/chivas-regal-brings-the-legendary-royal-salute-38-years-old-for-liquor-connoisseurs/) [Chivas Regal](https://www.trendhunter.com/trends/chivas) has long been known as one of the world's leading makers of [premium blended scotch-whiskey](https://www.trendhunter.com/trends/exclusive-single-malt-scotch-whiskies). So synonymous is the brand with luxury that it borders on royalty which is why Chivas Regal has released their Royal Salute. The [limited edition](https://www.trendhunter.com/trends/scotch-whisky) (only 255 bottles will be available) Chivas Regal Royal Salute is a 38-year-old blended scotch-whiskey. Housed in a handcrafted glossy black-finished bottle with a gold-plated stopper the Royal Salute retails for $1,499. **Implications** - Consumers are always looking for lavish products that emulate prestige. Products such as these capitalize on the buyer's desire to feel that they are better than the average consumer, and companies can continue to gain by simply creating one-of-a kind products to cater to that need. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 44% | Activity: 95% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Ultra Luxury](https://www.trendhunter.com/ultraluxury) ## Key Themes ### Key Themes Behind This Trend - **Luxury Blended Scotch-whiskey:** There is a growing trend for premium and rare blends of scotch-whiskey amongst affluent consumers. - **Limited Edition Collectibles:** Creating limited edition collectibles with unique packaging and limited quantities can appeal to the desire of consumers to own exclusive products. - **Prestige Marketing:** Brands can leverage their reputation and prestige to market their limited edition products to affluent consumers. ### Where This Applies - **Alcohol:** The alcohol industry can create premium and rare blends of scotch-whiskey to target affluent consumers and collectors. - **Luxury Goods:** Luxury goods companies can create one-of-a-kind collectibles with unique packaging and pricing to appeal to the desire of consumers to own exclusive products. - **Marketing and Advertising:** Marketing and advertising services can help brands leverage their reputation and prestige to effectively market their limited edition products to affluent consumers. ## Related on Trend Hunter - [Lunar New Year Whiskeys](https://www.trendhunter.com/trends/royal-salute-lunar-new-year.md) - [Opulent Scotch Whiskies](https://www.trendhunter.com/trends/glenfiddich-1.md) - [Four Decades Old Whiskies](https://www.trendhunter.com/trends/42-year-old-whiskey.md) - [Ultra-Rare Single-Malt Whiskeys](https://www.trendhunter.com/trends/the-glen-grant-splendours-collection.md) - [Holiday-Themed Scotch Whiskeys](https://www.trendhunter.com/trends/royal-salute-1.md) - [Ultra-Luxurious Scotch Whiskies](https://www.trendhunter.com/trends/grand-cru1.md) - [Crystal-Clear Whiskey Spirits](https://www.trendhunter.com/trends/chivas-regal-crystalgold.md) - [Historical Heritage Scotch Whiskeys](https://www.trendhunter.com/trends/laphroaig-archive-collection-38yearold.md) - [Ultra-Extravagant Scotch Whiskies](https://www.trendhunter.com/trends/glen-grant-distillery.md)