12 years of beauty sleep result in one very beautiful blend.

Chivas Regal, the world’s first luxury whisky, has given its 12 Year Old expression a contemporary new design that retains its distinctive elements and reinforces the craftmanship, luxury, and heritage of this iconic Scotch whisky.

Chivas Regal 12 New Look

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The latest Chivas Regal 12 bottle preserves the round generous shape as it makes the brand instantly recognisable with its simplified design cues. While staying true to craftmanship and heritage of Chivas, its shoulders have been raised higher to emulate 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. 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’ rich heritage, and select areas have been embossed and debossed to add a texturalised aspect to the packaging.

Regarding the new packaging, Managing Director of Pernod Richard Malaysia, Mr. 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 all-encompasing consumer research and are excited to introduce a new stylish and current look while still preserving our craftmanship and timeless and affluent values. The new design succcesffuly demonstrates Chivas Regal’s ability to carry forward years of brand heritage and craftmanship in a way that is entrancing to whisky drinkers,” he added.

The new bottle and outer pack for Chivas Regal 12 will hit store shelves from December 2015.

For more information, visit Chivas Regal’s official website and Facebook page.

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Adrina
Adrina was our former writer and now contributes to Hype. Find out what she's up to on her IG: @moonsglowslow.