It's a bold new look for the flagship range. The Chivas 12YO, is a legend in the blended Scotch whisky category, having played a pivotal role in the creation of the Premium Scotch Whisky category. He never rests on his laurels though, as the secret to his success is his constant search for perfection. Its striking new look combines boldness, contemporary character and unsurpassed status, while still exuding the ultimate in luxury and the distinguished, distinctive heritage of Chivas Regal.
The new Chivas 12YO bottle is proudly taller, always retaining its distinctive rounded shoulders, while the redesigned "luckenbooth", the symbol that embodies the brand's values, ambition, generosity and natural propensity for success, is more prominent than ever. The exterior packaging has undergone a total overhaul with a vibrant amber colour making its appearance as the dominant hue, replacing the familiar silver and gold tones. Of course, the ornate detailing and embossed finish, so loved by Chivas fans around the world, is retained.
The bottle redesign is inspired by the aesthetic of a new generation of Scotch whisky consumers who are re-evaluating, reshaping and redefining the concept of luxury. The elegant, luxurious and sophisticated new Chivas 12YO is the first of a series of refreshes to be made across the Chivas Regal range over the coming years.
It is worth mentioning that the Chivas12YO image refresh has been based on sustainability, as the company's goal is to replace all packaging with 100% recyclable, reusable, compostable or organic materials by 2025. As a result, the new bottle is noticeably lighter, saving over 1,000 tonnes of glass per year. Its contentso, on the other hand, remain the same: the renowned, smooth and rich-tasting blend of Chivas 12YO
Nick Blacknell, Global Marketing Director of ChivasRegal, said: "We are very y[/B] proud to introduce a new look that speaks the language of a new generation of Chivas Regal fans, while accompanying established enthusiasts and connoisseurs on a new journey. Social media has joined a new, expanded audience to this wonder called whisky - those who want something extra and are looking for superior quality products to connect with. We have taken a bold, yet meticulous approach to all aspects of this redesign and I sincerely look forward to seeing our 'tall' bottle standing y proudly in its place in thousands of bars and clubs around the world."
The official distributor and importer of Chivas Regal, as well as all Pernod Ricard brands in Cyprus, is Tempo Beverages Cyprus.
For more information, visit http://www.chivas.com or follow @ChivasRegal on Instagram.
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