Chivas 12 Blended Scotch Whisky Gets A Packaging Makeover

by Hannah Kanik
November 11, 2021

Chivas recently unveiled a fresh new look for its flagship blend, Chivas 12 — one of the world’s best-selling Scotch whiskies.

The flagship blend is the biggest redesign in Chivas’ 112-year history. It underwent an extensive redesign of its bottle, label and pack. It changed the iconic Chivas 12 bottle to be reshaped and elongated to stand taller and prouder while retaining its signature round shoulders.

The outer box underwent a complete change with vibrant burgundy replacing the traditional silver and gold tones, the company said in a press release. The package has kept the signature detailing and textured finish.

Chivas 12 New Look — The new look of Chivas 12 (image via Chivas Brothers)

The redesign project started with sustainability in mind. The parent company, Chivas Brothers, targeted 2025 to get the company to use 100% recyclable, reusable, compostable or bio-based packaging. This new bottle is said to be lighter and saves more than 1000 tons of glass annually. The outer packaging is now made from fully recyclable materials.

The bottle is described by the brand as sleek, luxe and sophisticated and was inspired by a new, style-conscious generation of Scotch whisky drinkers who reform and re-evaluate what luxury looks like.

“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,” Nick Blacknell, Global Marketing Director at Chivas, said in a prepared statement. “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.”