Chivas Regal glass design updates brand image

Chivas Regal, the original luxury Scotch whisky, has launched new glass packaging for its flagship 12 Year Old product in time for Christmas sales in the UK and around the world. The new bottle was designed by Design Bridge and developed into a range of five containers by O-I, the leading glass supplier to the Scotch whisky industry. The design remains true to Chivas Regal’s roots and takes inspiration from its richness, masculinity and heritage. Developments to the bottle include more contemporary embossing on the famously curvaceous bottle, with an enriched and textured label that is partly recessed into the bottle. The overall shape has been retained to maintain existing pack sizes and line parts. Lisa Woodward, International Marketing Manager for Chivas Regal says, “Like all iconic brands, Chivas Regal maintains the right blend of heritage and contemporary relevance.” O-I developed the original design concepts to create 700 and 750ml bottles in both external screw thread (EST) open pourer and non-refillable finishes along with a one litre EST bottle. The open pourers are for UK and US markets, while non-refillable bottles are used in many of the 200 countries in which this global brand is sold. Gilles Desheraud, O-I Europe’s marketing manager for spirits, comments, “Emotional brands like Chivas Regal recognise that their consumers continue to demand the purity, sustainability and image of glass. The material provides a flexible canvas on which designers can develop and adapt brand personality for the contemporary market. O-I’s design and manufacturing expertise helps the industry to connect with its consumers throughout the world.” ENDS

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