OUR ICON
Representing success, passion, generosity and loyalty.
THE ORIGINS
The luckenbooth, a traditional Scottish symbol, represents the spirit of Chivas Regal: success, passion, generosity and loyalty. Taken from the Scots words ‘lucken’ (meaning ‘locked’) and ‘buith’ (translating to ‘workshop’), the name originally referred to the gold and silversmith booths on Edinburgh’s Royal Mile, dating back to the 15th century.
THE EVOLUTION
In the century that followed, the luckenbooth was crafted into a popular brooch; given as an emblem of luck and protection to loved ones. Its popularity rose when Mary Queen of Scots gifted one to her second husband Lord Darnley. The luckenbooth then began to evolve from a humble token of love and friendship into an opulent golden piece, adorned with gemstones for regal families as symbol of success.
TODAY
The luckenbooth was selected as the icon of Chivas Regal as a symbol of prosperity and success for all. The crown sitting atop pays homage to our history, while the crossed lances symbolise protection and loyalty – reflecting the generous spirit of our founders, John and James Chivas. Our Luckenbooth guards the gate of our storied home in Strathisla and takes pride place on every bottle in the Chivas Regal collection.
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