Pernod Ricard unveils new look for Chivas 12 Scotch

New bottle design is taller and uses less glass, saving 1,000 tonnes per year

chivas regal chivas 12 redesign

Scotch whisky Chivas Regal has unveiled a new look for its flagship blend Chivas 12, which supplier Pernod Ricard is calling the biggest redesign in the brand’s 112-year history.

The blend’s new 70cl bottle has been reshaped and elongated to stand taller, while retaining its recognisable rounded shoulders. It also features a redesigned crest highlighting the ‘luckenbooth’, a symbol embodying the brand’s values of ambition, generosity and success. It has an RRP of £29.95.

Additionally, Pernod says the redesign will save over 1,000 tonnes of glass annually.

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Pernod is looking to attract a new generation of 18-32-year-old Scotch drinkers who buy into luxurious brands, but are currently not targeted by whisky brands.

This demographic comprises 3.2 million people, 47% of whom say “it’s important to spend more on alcohol when looking to impress”. Furthermore, premium blended Scotch is experiencing double-digit value growth in the off-trade, and Chivas 12 has a 43% share of the category.

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Ian Peart, commercial director at Pernod Ricard UK, said: “According to a recent Savanta study, Chivas Regal is the most loved Scotch in the UK and 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 – consumers with a hustle-first ethos that seek out upmarket brands to align themselves with. We have taken a bold, yet meticulous approach with all aspects of this redesign, and I’m looking forward to seeing our taller bottle take pride of place on-shelf.”

The supplier will be supporting the redesign with digital advertising including celebrity and influencer collaborations.

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