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Chivas Regal - Why Settle for Champagne? (1982)

Vintage ad published by Chivas Regal in 1982 to promote the Chivas Regal 12. The Chivas Regal 12 first debuted in the United States in 1939, where it heavily marketed as a premium Scotch whisky. Its popularity continued to grow throughout the latter half of the 20th century as the company expanded exports of the Chivas Regal 12 to markets outside the U.S.

A bottle of Chivas Regal 12 is poured out into a seductive glass slipper. Gasp! Could Chivas Regal have been the original inventors of “The Shoey”, more than 30 years before Daniel Ricciardo himself came onto the scene?

There are differences of course. While it is champagne that is traditionally chugged in a Ricciardo Shoey, this advertisement clearly rebels against this choice of beverage by asking “why settle for champagne?”. No doubt an attempt by Chivas Regal to elevate its brand to the highest class of luxury.

I can’t help but be reminded of Cinderella’s glass slippers, often interpreted as literary symbols of true identity and transformation. It’s an interesting albeit literal attempt at feminizing whisky and encouraging prospective female consumers to convert to world of whisky. As if to say… Just as Cinderella took her pumpkin carriage for spin one night, shed your reservations and pour out a dram of Chivas Regal, you just might find this shoe a perfect fit.