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 * AN ICON RE-BORN: CHIVAS 12 UNVEILS BOLD, CONTEMPORARY NEW LOOK


AN ICON RE-BORN: CHIVAS 12 UNVEILS BOLD, CONTEMPORARY NEW LOOK

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Posted on: 11/10/2021

 * Chivas Regal



Blended Scotch whisky, Chivas, has unveiled a fresh new look for its flagship
blend - the biggest redesign in Chivas’ 112-year history. Chivas 12 - one of the
world’s biggest-selling Scotch whiskies - has undergone an extensive redesign of
its bottle, label, and pack to usher in a striking new look that blends
boldness, modernity, and status while still flexing the luxury and distinguished
heritage long associated with Chivas.

Dropping globally from October 2021, the redesign sees the iconic Chivas 12
bottle reshaped and elongated to stand taller and prouder while still retaining
its recognisable rounded shoulders. A redesigned crest shines a light on the
beating heart of Chivas – the ‘luckenbooth’, a symbol embodying the Chivas
values of ambition, generosity and unapologetic success.

The outer box has undergone a complete renewal with a vibrant burgundy replacing
the familiar silver and gold tones as the principal colour scheme. The package
retains the intricate detailing and textured finish loved by Chivas fans
worldwide.

The entire redesign project was conceived with sustainability at its heart as
part of parent company Chivas Brothers’ 2025 target of 100% recyclable,
reusable, compostable or bio-based packaging. The new bottle is lighter, saving
over 1000 tonnes of glass annually, while the outer packaging is now made from
fully recyclable materials. The whisky in each bottle remains the same renowned
smooth, rich and generous Chivas 12 blend.

The redesign is inspired by the aesthetics of a new, style-conscious generation
of Scotch Whisky drinkers who are reforming and re-evaluating what luxury looks
like. The sleek, luxe, and sophisticated new Chivas 12 is the first in a series
of updates due to take place across the Chivas portfolio over the coming year.

Nick Blacknell, Global Marketing Director at Chivas, commented:

“We’re proud to deliver a redesign that speaks the language of a fresh new
generation of Chivas drinkers while bringing established enthusiasts and
connoisseurs along for the journey. Social media has introduced a new, broader
audience to the wonder of whisky – ‘flex’ consumers with a hustle-first ethos
that seek out upmarket brands to align themselves with.

“We have taken a bold, yet meticulous approach with all aspects of this
redesign, and I’m especially looking forward to seeing our taller bottle take
pride of place behind thousands of bars and clubs around the world. I’m
particularly proud of the central role sustainability has played in
reconceptualising Chivas 12 for a new generation. With this redesign, we have
once again reinforced our belief that sustainable luxury is not an oxymoron.”

The new Chivas 12 will be dropping globally from October 2021, supported by a
campaign launching in January 2022 that summons consumers to elevate themselves
to new levels of status and hype. For more information, visit www.Chivas.com or
follow us on Instagram @ChivasRegal.


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