Whisky Focus - Chivas Regal 12 Year Old Gets A New Look

Chivas Regal 12 Year Old Gets A New Look

26th October 2021
Chivas gives its flagship Chivas Regal 12 Year Old a new look bottle and box, a look which has been conceived with sustainability at its heart.

Chivas Regal 12 Year Old new look for 2021Chivas Regal has unveiled a new look for its flagship Chivas Regal 12 Year Old Scotch blended whisky, a move which has been conceived with sustainability at its heart which is good to hear as Chivas 12 is one of the world’s biggest-selling Scotch whiskies.

As you can see from the image on the right the Chivas 12 has undergone an extensive redesign of its bottle, bottle label and presentation box, but fans of this popular dram needn't worry as the whisky inside the bottle is still the same classic blend we are familiar with.

The new look Chivas 12 should be starting to appear on shelves from this month, the redesign sees the iconic Chivas 12 bottle reshaped and elongated to stand taller and prouder while still retaining its recognisable 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 red replacing the familiar silver and gold tones as the principal colour 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 parent company Chivas Brothers’ 2025 target of 100% recyclable, reusable, compostable or bio-based packaging. 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.

The redesign is 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 sleek, luxe, and sophisticated new Chivas 12 is the first in a series of updates due to take place across the Chivas portfolio over the coming year.

Nick Blacknell, Global Marketing Director at Chivas, commented: "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 – ‘flex’ 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 especially looking forward to seeing our taller bottle take pride of place behind thousands of bars and clubs around the world. I’m particularly proud of the central role sustainability has played in reconceptualising Chivas 12 for a new generation. With this redesign, we have once again reinforced our belief that sustainable luxury is not an oxymoron."

You will find the Chivas 12 as well as the rest of the current Chivas Regal whisky range available from specialist online whisky retailers such as The Whisky Exchange, Amazon and Master of Malt

Chivas Regal 12 Tasting Notes

William Morrison's Tasting Notes:

Nose:  A gentle nose, lightly perfumed, honey, a little orange and lemon and a touch of oak.

Taste: Silky smooth, floral, honey, vanilla, toffee, a fruity mix of orange, lemon and pear, a little nutty.

Finish: A medium length rich finish, a little drying oak.

Comment: A smooth, mellow easy to drink blend for any occasion. Certainly an enjoyable less costly alternative to single malts and a step up from most standard no age statement blends.

SMW Scotch Blended Whisky Score 88/100

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