PUNE: Blended Scotch whisky, Chivas, has unveiled a fresh new look for its flagship blend – the biggest redesign in Chivas’ 112-year history. Chivas 12 – one of the world’s biggest-selling Scotch whiskies – has undergone an extensive redesign of its bottle, label, and pack to usher in a striking new look that blends boldness, modernity, and status while still flexing the luxury and distinguished heritage long associated with Chivas.
The redesign sees the iconic Chivas 12 bottle reshaped and elongated to stand taller and prouder while still retaining its recognizable rounded shoulders. A redesigned crest shines a light on the beating heart of Chivas – the ‘luckenbooth’, a symbol embodying the Chivas values of ambition, generosity, and unapologetic success.
The outer box has undergone a complete renewal with a vibrant burgundy replacing the familiar silver and gold tones as the principal color scheme. The package retains the intricate detailing and textured finish loved by Chivas fans worldwide.
The entire redesign project was conceived with sustainability at its heart as part of the company’s target of 100% recyclable, reusable, compostable, or bio-based packaging after a few years. The new bottle is lighter, saving over 1000 tonnes of glass annually, while the outer packaging is now made from fully recyclable materials. The whisky in each bottle remains the same renowned smooth, rich, and generous Chivas 12 blend.
Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India said, this is a colossal change for the brand, that seeks to introduce the new generation of Chivas drinkers to vibrant choices. The new design adds Boldness, Modernity, and a bit of flash to the Iconic and Timeless heritage of Chivas. Through the redesign, we aim to build a stronger connection with our millennial consumer, who is unapologetic about their success and choices in life.
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