to buy out the board of trustees and the female side of the family, removing any residual trace of Chivas family members. This proposal was accepted with the proviso that the company name would remain Chivas Brothers forever. Chivas had agents assess market conditions in the US in the 1890s. The marketing team reported a booming economy which was looking for luxury. In 1900, Howard decided to create a new blend in memory of the founding brothers, James and John. Using the best malt and grain whiskies available in the market and inhouse, Howard blended a malt-dominated recipe. Introducing the term 'Regal', Howard created a 25 year old whisky in 1909 called Chivas Regal, the oldest Blended Scotch Whisky of its era, and launched it in the US, establishing it as the world's first and oldest luxury whisky. It was all one way street then for Chivas Regal, from 1909 till mid 1915, during which period World War I started and became a sluggish, long-drawn affair (1914–18). Existing stocks were depleted quickly as demand outstripped supply. Shipping lanes to USA closed down, and Chivas Bros switched to building reserves at home. Whisky Brokers Morrison & Lundie bought the company in 1936, and decided that it was far too onerous to maintain aged barrels of whisky. They wound up the 20 YO Loch Nevis and reduced the production of the Chivas 25 drastically, resulting in its withdrawal as their standard-bearer and ultimate demise. They switched focus to a 12 YO heavily marketed 'premium' brand, a decision that would be seen as wise five years later, when World War II (1939-1945) broke out in Europe. 1939 saw the debut and continued success of Chivas Regal 12 YO Blended Scotch in the US at what was to become a global standard proof value of 75 degrees, i.e., 42.8% ABV. (The Americans mark it as 86 proof as they double the ABV to arrive at proof value.) Henceforth, quality, age (generally 12 years), cost (high), popularity (sales) and demography (high-end) would define a 'Premium' Scotch Whisky. Chivas Regal was purchased by Seagrams in 1949, which enabled much wider distribution and marketing. Seagrams was owned by a Canadian Jew, Samuel Bronfman. When the Middle East opened up as a market post oil domination/OPEC, Seagrams' products, including Chivas Regal, were banned in the entire Arab controlled area in the early 1960s. Chivas would limp back nearly