Currently shipping to markets across the US, the redesign sees the iconic 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, and shines a light on the beating heart of the brand. The striking new look blends boldness, modernity, and status, while still flexing the luxury and distinguished heritage long associated with Chivas.
The outer box has undergone a complete renewal as well, 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.
And while the previous packaging remains iconic to drinkers across the globe, Chivas’ redesign welcomes new drinkers to explore the world of Chivas. Inspired by the aesthetics of a new, style-conscious generation of Scotch whisky drinkers who are reforming and re-evaluating what luxury looks like, the brand hopes Chivas’ new packaging will ignite the same passion for the brand 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, vp-commercial marketing, 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.”
In addition to being stylish, 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 tons 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. “I’m particularly proud of the central role sustainability has played in reconceptualising Chivas 12 for a new generation,” Blacknell stated. “With this redesign, we have once again reinforced our belief that sustainable luxury is not an oxymoron.”