Chivas Regal, the iconic blended whisky brand, has reimagined its 18-year-old expression with a bold new bottle design that’s 25% lighter. This eco-conscious redesign reflects Chivas Regal’s ongoing commitment to reducing its environmental footprint, all while preserving the elegance and sophistication that define the brand.
The updated 700ml bottle boasts a taller silhouette, rounded shoulders, and a layered, jewel-like label that exudes luxury. At the heart of the design is the Luckenbooth, a traditional Scottish symbol deeply rooted in Chivas Regal’s heritage, now prominently displayed on the label and embossed into the glass base.
Additional design elements include the iconic Chivas Regal shield and crossed spears, embossed directly into the glass. These symbols, representing protection and loyalty, honor the brotherhood of founders James and John Chivas, whose entrepreneurial vision created what is celebrated as “the world’s first luxury whisky.”
Aligned with its sustainability goals, Chivas Regal has paired the lighter bottle with fully recyclable outer packaging. The redesigned carton features refined gold detailing, a gold-colored tin lid, and the signature of Chivas Regal’s master blender, Sandy Hyslop, in striking gold lettering.
This significant reduction in glass weight is expected to deliver a substantial environmental impact, saving over 500 tonnes of glass annually based on projected fiscal 2024 volume sales.
This update brings Chivas Regal 18 in line with its younger sibling, the 12-year-old expression, which debuted its contemporary redesign in 2021. The transformation follows similar updates for Chivas Extra and Chivas XV, showcasing the brand’s commitment to innovation and sustainability across its portfolio.