Appealing to the next generation

The new-look Chivas 12 bottle
The new-look Chivas 12 bottle

CHIVAS, the blended Scotch giant owned by Pernod Ricard, is taking aim at the ‘Instagram generation’ this Christmas with a new-look packaging design.

The redesign, which the company is trumpeting as the biggest in the brand’s 112-year history, has seen both the bottle and label for the brand’s flagship Chivas 12 overhauled.
The new bottle stands taller than its predecessor, with the label featuring a redesigned Chivas crest.

Nick Blacknell, global marketing director for Chivas at Pernod Ricard, said the new-look design “speaks the language of a fresh new generation of Chivas drinkers while bringing established enthusiasts and connoisseurs along for the journey”.
The new bottles launch this month.