The Chivas family motto set the tone for the brand ethos long before the brothers were born. By Virtue. Not By Force. Success is always better if you have someone to share it with. This is as true today as it was when John and James Chivas began their venture together. The catalyst for James Chivas’ blending was his clientele’s requests for a smoother, richer tasting whisky. Chivas’ passion for blending has been keeping their clients very happy ever since.