Chivas Regal 12 Gets A Facelift

[John]

Distillery bosses in Paisley have given a big money makeover to their top selling whisky.



New packaging for their Chivas Regal 12 year old blended whisky was unveiled today as part of an ongoing multi-million pound worldwide sales drive.

Changes to the bottle, label and gift carton have all been made, 100 years after the brand was introduced.

The cost of heightening the luxurious look is thought to be hundreds of thousands of pounds, though the exact figure was not disclosed.

Distillery chiefs have kept the famous curvaceous bottle but introduced more contemporary embossing with a more enriched and textured label which has also been partly recessed into the bottle. The bottle top is brighter with a handcrafted texture.

The silver coloured Chivas Regal gift box has undergone a face lift too. It's been given a brushed metal and engraved effect and now has a deep red interior.

The new-look 12 year old will be launched next month and given pride of place in an ongoing global marketing drive costing £42.8million, which will include glossy magazine and billboard advertising.

Distillery officials say the makeover is designed to freshen their flagship product, of which tens of millions of bottles are shipped each year to more than 200 countries from its bottling plant in Paisley.

It's one of the best-selling blended whiskies in China and has a huge following in America, France, Spain, Italy and Greece.

International marketing manager Lisa Woodward said: "Our packaging has evolved over time to remain relevant today while retaining and enhancing our unique elements including the famous curvaceous bottle shape and the rich heraldic silver box.

"In its 100th year, the latest look and feel for Chivas Regal 12-year-old recognises it as a leading global brand that has benefited from a century of nurture and investment."

Chivas Brothers is headquartered in Paisley but employs 1600 staff at 32 sites across the UK including 12 malt distilleries, a grain distillery, two gin distilleries and more than 300 bonded warehouses. It is owned by global drinks giant Pernod Ricard.

John