By Andy Young

Chivas Regal has unveiled a new design for the packaging of its 12 Year Old expression.

Although the bottle largely retains is well-known shape, the shoulders have been raised and the brand signifier is a more prominent, organic feature of the bottle. The label has been simplified and the signatures of the founders, John and James Chivas have been added to the bottle.

The outer carton has also been changed, with select areas embossed and debossed "to add a texturalised element".

Marketing director for Chivas Regal Australia, Anne Martin said: "The new design successfully demonstrates Chivas Regal’s ability to carry forward years of brand heritage and craftsmanship in a way that is appealing to modern whisky drinkers.

"For many, Chivas Regal 12 Year Old acts as an entry point to the brand so it is a tremendous opportunity for us to grab their attention. Extensive consumer research has been conducted and we are excited to present a new modern look while maintaining our craftsmanship and timeless luxury values.” 

The new bottle and outer pack will start appearing on shelves this month.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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