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.
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 redesign is inspired by the aesthetics of a new, style-conscious generation who are reforming and re-evaluating what luxury looks like. The revamped Chivas 12 will be coming soon to India.
The Chief Marketing Officer of Pernod Ricard India Kartik Mohindra said, “Sustainability has been at the helm of reconceptualizing Chivas 12 for a new conscious generation. The redesign also brings the brand’s commitment to sustainability to the forefront.”
