Thursday, September 02, 2021


Chivas Brothers, has today revealed new look packaging and bottle design, for its Chivas Regal 12 Year Old blended Scotch whisky.

The packaging refresh is said to have been designed to “capture the attention of a new successful, status driven and style-conscious generation of Scotch whisky drinkers”.

Chivas reveals new look packaging for its 12 Year Old

The new Chivas Regal 12 Year Old bottle, has been reshaped and elongated to stand taller, and 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 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.

Commenting on the news, 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.”

Nick went onto say: “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 look Chivas Regal 12 Year Old bottles, will start rolling out to existing markets and retailers from next month.

Posted by Steve Rush