An Icon Reborn: Chivas 12 Unveils a Contemporary New Look

Chivas FI

You know how they say “inner beauty is what counts,” it’s true. But also let’s get one thing straight: aesthetics (and taste, obviously) appeal to me, and if you agree, join the clan. Although the silhouette may not be the only factor in your purchase, it is unquestionably important. It is seldom that a brand offers both taste and charm but look no further because Chivas, a brand nearly synonymous with whiskey in India, has redesigned their iconic Chivas 12 carafe, which is inspired by the aesthetics of a new, style-conscious generation of Scotch Whiskey drinkers who are reforming and re-evaluating what luxury looks like. A change we shall describe as gorgeous.

Marking one of the biggest redesigns in Chivas’ 112-year history. The revamp sees the iconic Chivas 12 bottle reshaped and elongated to stand taller and prouder while still retaining its recognizable rounded shoulders. A redesigned crest shines a light on the beating heart of Chivas – the ‘luckenbooth’, a symbol embodying the Chivas values of ambition, generosity, and unapologetic success. The outer box, like the bottle, has been completely revamped, with a vibrant burgundy hue replacing the silver and gold distinctive colour scheme, yet it still retains the fine details and texture that Chivas aficionados love.


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The new bottle is lighter, saving over 1000 tonnes of glass annually, while the outer packaging is now made from fully recyclable materials. So the revamp is good for the planet too. The whiskey in each bottle remains the same renowned smooth, rich, and generous Chivas 12 blend. Something the connoisseur of the brand will appreciate.

Commenting on the new look of the iconic Chivas 12, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said, “This is a colossal change for the brand, that seeks to introduce the new generation of Chivas drinkers to vibrant choices. The new design adds Boldness, Modernity, and a bit of flash to the Iconic and Timeless heritage of Chivas. Through the redesign, we aim to build a stronger connection with our millennial consumer, who is unapologetic about their success and choices in life. Sustainability has been at the helm of reconceptualizing Chivas 12 for a new conscious generation. The redesign also brings the brand’s commitment to sustainability to the forefront.”

The revamped Chivas 12 will be coming soon to India, supported by a campaign that summons consumers to elevate themselves to new levels of status and hype. For more information, visit or follow us on Instagram @ChivasIndia

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