By ANTONIO DELOS REYES
Whisky has always had a reputation for being an old-timer’s drink. The liquor’s long history and the strict adherence to keeping traditions alive by its producers may make the drink appear as an anachronism. However, the popularity of whisky continues to rise and as a new generation of drinkers start to expand their horizons, whisky brands look to tap into this new market.
Scotch whisky brand Chivas Regal has updated its package and bottle design in a bid to bring the younger whisky market into the fold. The new bottle still retains the defining curved shoulder found in previous Chivas Regal bottles. However, it now stands taller. The 12 years spent in the cask are highlighted with bold XII numerals, sitting below the Chivas crest, which is etched carefully into the capsule and glass.
“The new bottle is an answer to the new customer. We recognize that the market composed of 25 to 34-year-olds saw the old bottle as something that was dated, that did not connect to them. The new bottle is a result of intense research: the shape, the label design, how it compared to the previous bottle. The new design is the result of 2 years of global development,” Tony Atayde, Pernod Ricard Philippines Head of Marketing shared.
“It is all about the new definition of luxury. Whisky will always play a role within the new generation’s psyche and that’s why Chivas Regal wants to access that. We want to be relevant and be in the realm of these individuals,” he added.
The new packaging is also part of the brand’s move for a greener environmental footprint.
It now uses 100 percent recyclable and environmentally-friendly packaging materials as part of its 2025 target of 100 percent recyclable, reusable, compostable or bio-based packaging.
The reduced weight of the new Chivas 12 bottle saves more than 1,000 tonnes of glass each year, with its completely plastic-free packaging saving 2.3 million plastic bottles.
Lastly, all-new delivery boxes lessen the energy needed in the recycling process. Together, these components contribute substantially to reducing Chivas’ CO2 emissions.
Despite the new look, the blend that makes up Chivas 12 hasn’t changed. It’s still using only the finest malt and grain whiskies including Strathisla single malt, Strathclyde single grain and more; and it’s still remarkably smooth and generous. Speyside flavors of crisp orchard fruits, wild heather, and sweet honey can still be found in every sip of Chivas 12, enjoyed neat or with your favorite mixer.
