The Reinvention of an Icon: Contemporary new look for Chivas Regal 12

With simplified design cues, the bottle and outer carton of Chivas Regal 12 Year Old retains the distinctive elements which make the brand instantly recognisable the world over while keeping true to the craft and heritage at the heart of Chivas.

“We went to great lengths to balance crafted detailing with a vibrant, contemporary execution. The new design successfully demonstrates Chivas Regal’s ability to carry forward years of brand heritage and craftsmanship in a way that is appealing to modern whisky drinkers”, said Richard Black, Global Brand Director for Chivas Regal.

The new Chivas Regal 12 Year Old bottle retains its round generous shape, while its shoulders have been raised to reflect the brand’s pride as one of the world’s leading Scotch whiskies. The signatures of founders James and John Chivas have also been added, while select areas of the outer carton have been embossed and debossed to add a texturalised element to the packaging.

The new bottle may be recognisably different to the original which was launched in 1909, yet the connection between the latest incarnation and its antecedents are clear to see.

The new bottle and outer pack will start appearing on shelves around the world from September 2015.