Guided by expertise from Chivas Brothers, Pernod Ricard’s Scotch business, production got underway in August at the distillery set to become a new world-class destination for whisky, arts and culture Pernod Ricard, one of the world’s leading whisky producers, officially unveils 叠川THE CHUAN Malt Whisky Distillery today in Emeishan. The announcement celebrates Pernod Ricard’s achievement […]
AN ICON RE-BORN: CHIVAS 12 UNVEILS BOLD, CONTEMPORARY NEW LOOK
The new-look Chivas 12 seeks to capture the attention of a new successful, status driven and style-conscious generation of Scotch Whisky drinkers
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.
Notes to Editors
For more information please contact:
Rupert Esdaile, Chivas Brothers – Rupert.Esdaile@pernod-ricard.com.
Chivas believes that blended is better, in life and in Scotch. Chivas’ belief in blending was instilled by founding brothers, James and John Chivas, who pioneered the art of blending in 19th century Scotland.
Since then, Chivas has been integral to the growth of the Scotch whisky category worldwide – by bringing together the best malt and grain whiskies to create something extraordinary. Chivas believes in the power of blending in life, as well as in Scotch. In bringing people together to create a greater whole – which is why Chivas is proud to be the global spirits partner of Manchester United, the world’s biggest football club; and in blending ambition with generosity and using success to enrich the lives of others – which is why the Chivas Venture shines a light on grassroots community initiatives, empowering and supporting the next generation of creative entrepreneurs who are driving positive change.
Chivas blends its spiritual home in Speyside, Scotland, with more than 100 countries across the globe, who together have made Chivas the global success it is today, selling more than 4.2 million 9L cases every year. The Chivas range blends timeless classics with modern innovation, including: Chivas 12, Chivas Extra 13, Chivas XV, Chivas Mizunara, Chivas 18, Chivas Ultis, Chivas 25, Chivas Regal The Icon, and the Global Travel Retail exclusive Chivas Brothers Blend.
Chivas. Success is a blend.