Chivas Scotch Whisky Debuts a New Look

The blended Scotch whisky brand Chivas has unveiled a new look for its flagship blend, Chivas 12.

This marks the biggest redesign in Chivas’ 112-year history. 

Currently shipping to markets across the U.S., the redesign sees the Chivas 12 bottle reshaped and elongated to stand taller, while still retaining its recognizable rounded shoulders.


While updated, its crest still shows the “luckenbooth,” a symbol “embodying the Chivas values of ambition, generosity and unapologetic success,” the company reports.

The outer box has undergone a complete renewal as well, with a burgundy replacing the familiar silver and gold tones as the principal color scheme. The package retains the detailing and textured finish of the previous bottles.


“We are so excited to release a design that speaks the language of a new, fresh generation of Chivas drinkers, yet still resonates with established enthusiasts, too,” says Melissa Linehan, VP of commercial marketing at Pernod Ricard USA. “We have taken a bold-yet-meticulous approach with every aspect of this redesign, and we know our new, taller Chivas bottle will stand out proudly behind thousands of bars and clubs across the US.” 

The 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 more than 1,000 tons of glass annually, the company says, while the outer packaging is now made from fully recyclable materials.

The whisky in each bottle remains the same.

“I’m particularly proud of the central role sustainability has played in reconceptualizing Chivas 12 for a new generation,” says Nick Blacknell, global marketing director for Chivas. “With this redesign, we have once again reinforced our belief that sustainable luxury is not an oxymoron.”

The new Chivas 12 is the first in a series of updates due to take place across the Chivas portfolio over the coming year.


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