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