Chivas unveils new look for flagship blended whisky

Scotch whisky brand Chivas has unveiled a new look for its flagship blend in the biggest redesign in the brand's 112-year history.

The fresh look for Chivas 12, one of the world's best-selling Scotch whiskies, includes updates to the bottle, label and pack to make the product feel more modern while retaining links to its distinguished heritage.

Chivas says the redesign was inspired "by the aesthetics of a new, style-conscious generation of Scotch whisky drinkers who are reforming and re-evaluating what luxury looks like".

As part of the redesign the bottle has been reshaped and elongated and the crest updated to place greater emphasis on the 'luckenbooth' (a symbol embodying Chivas' values), while the outer box has been renewed with a burgundy colour scheme to replace the previous silver and gold tones.

Sustainability was placed at the heart of the redesign project: the new bottle is lighter, with expectations that it will save more than 1,000 tonnes of glass annually, while the outer packaging is now made from fully recyclable materials.

Nick Blacknell, global marketing director at Chivas, said: "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 bottles and packs will be available globally from October 2021, supported by a consumer marketing campaign launching in January 2022.

10 September 2021 - Bethany Whymark