Chivas Regal has unveiled a new design for its 12 Year Old whisky expression.
The company said that the “contemporary” design reinforces the “craftsmanship, luxury and heritage of this iconic Scotch whisky.”
The new Chivas Regal 12 Year Old bottle retains its round generous shape for which it is renowned, the company said, while its shoulders have been raised higher to “reflect the brand’s pride as one of the world’s leading Scotch whiskies.”
The brand signifier is now included as a more prominent, organic feature of the bottle, while the signatures of founders James and John Chivas have been added to the glass to “display the value of brotherhood at the heart of the brand.”
The label has evolved to present a simplified and more vibrant look, the company said.
The outer carton has been re-designed retaining the icons, and select areas have been embossed and debossed to add a texturalised element to the packaging.
The new bottle and outer pack will start appearing on shelves beginning this September.