LOOK Chivas Regal redesigns its bottles and packaging

Chivas Regal has unveiled a contemporary new design for its 12 Year Old expression that reinforces the craftsmanship, luxury and heritage of the iconic Scotch whisky.The latest Chivas Regal 12 bottle preserves its round generous shape for which it is renowned for, while its shoulders have been raised higher to emulate the brand’s pride as one of the world’s leading Scotch whiskies. The brand signifiers are now included as a more prominent, organic feature of the bottle, and 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 dynamic look.The outer carton has been re-designed retaining the icons that hold depth of meaning and provenance to Chivas’ heritage, and select areas have been embossed and is more texturalised.Managing director of Pernod Ricard Malaysia, Terence Ong said:"Chivas Regal 12 acts as an entry point to the brand so it is an opportunity for us to capture the attention of new and modern whisky drinkers. We have conducted an all-encompasing consumer research and are excited to introduce a new stylish and current look while still preserving our craftsmanship and timeless and affluent values."He added the new design successfully demonstrates Chivas Regal’s "ability to carry forward years of brand heritage and craftsmanship in a way that is entrancing to whisky drinkers."The new bottle and outer pack will start appearing on shelves from December 2015.