Chivas has unveiled a fresh new look for its flagship blend, Chivas 12, marking the biggest redesign in its 112-year history.
The redesign sees the signature bottle reshaped and elongated to stand taller while still retaining its recognizable rounded shoulders. Its crest remains the same with its ‘luckenbooth,’ a symbol embodying the Chivas values of ambition, generosity, and success. The new look blends boldness, modernity, and status, while still flexing luxury and heritage.
The outer box has undergone an update as well, with burgundy replacing the familiar silver and gold tones as the principal color-scheme. The package retains the intricate detailing and textured finish.
This redesign welcomes new fans to explore the world of Chivas. Inspired by the aesthetics of a new, style-conscious generation of Scotch drinkers who are reforming and re-evaluating what luxury looks like, the brand hopes new packaging will ignite the same passion as its prior iteration.
“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 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 new Chivas 12 is the first in a series of updates due to take place across the Chivas portfolio over the coming year.
