New brading has been unviled for Chivas 12, one of the world’s leading blended Scotch whiskys. It’s the most substantial redesign in Chivas’ 112-year history.
Currently shipping to markets across the US, the redesign sees the Chivas 12 bottle reshaped and elongated to stand taller and prouder while still retaining its recognizable rounded shoulders.
While updated, its crest still boasts the ‘luckenbooth,’ a symbol embodying the Chivas values of ambition, generosity, and unapologetic success.
The outer box has also undergone a complete renewal, with burgundy replacing the familiar silver and gold tones as the principal color scheme. The package retains the previous design’s intricate detailing and textured finish.
“We are so excited to release a design that speaks the language of a new, fresh generation of Chivas drinkers, yet still resonates with established enthusiasts, too,” said Melissa Linehan, Vice President of Commercial Marketing at Pernod Ricard USA. “We have taken a bold-yet-meticulous approach with every aspect of this redesign, and we know our new, taller Chivas bottle will stand out proudly behind thousands of bars and clubs across the US.”
The 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 1,000 tonnes of glass annually, while the outer packaging is now made from fully recyclable materials.
“I’m particularly proud of the central role sustainability has played in reconceptualising Chivas 12 for a new generation,” Blacknell said. “With this redesign, we have once again reinforced our belief that sustainable luxury is not an oxymoron.”
The new Chivas 12 branding is the first in a series of updates due to take place across the Chivas portfolio over the coming year.