Chivas 12 has undergone an extensive redesign of its bottle, label, and pack. The bottle has been reshaped and elongated to stand taller while still retaining its recognizable rounded shoulders. The bottle now features a rede-signed crest and the outer box has undergone a complete renewal with a burgundy color scheme replacing the familiar silver and gold tones.
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 tons of glass annually, while the outer packaging is now made from fully recyclable materials.
“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,” says Nick Blacknell, Global Marketing Director at Chivas.
“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 reconceptualizing Chivas 12 for a new generation. With this redesign, we have once again reinforced our belief that sustainable luxury is not an oxymoron.”