Scotch whisky Chivas Regal has unveiled a new look for its flagship blend Chivas 12, which supplier Pernod Ricard is calling the biggest redesign in the brand’s 112-year history.

The blend’s new 70cl bottle has been reshaped and elongated to stand taller, while retaining its recognisable rounded shoulders. It also features a redesigned crest highlighting the ‘luckenbooth’, a symbol embodying the brand’s values of ambition, generosity and success. It has an RRP of £29.95.

Additionally, Pernod says the redesign will save over 1,000 tonnes of glass annually.

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Pernod is looking to attract a new generation of 18-32-year-old Scotch drinkers who buy into luxurious brands, but are currently not targeted by whisky brands.

This demographic comprises 3.2 million people, 47% of whom say “it’s important to spend more on alcohol when looking to impress”. Furthermore, premium blended Scotch is experiencing double-digit value growth in the off-trade, and Chivas 12 has a 43% share of the category.

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Ian Peart, commercial director at Pernod Ricard UK, said: “According to a recent Savanta study, Chivas Regal is the most loved Scotch in the UK and 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 – consumers with a hustle-first ethos that seek out upmarket brands to align themselves with. We have taken a bold, yet meticulous approach with all aspects of this redesign, and I’m looking forward to seeing our taller bottle take pride of place on-shelf.”

The supplier will be supporting the redesign with digital advertising including celebrity and influencer collaborations.

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