Chivas targets hipsters with redesign

Chivas 12 whisky

Chivas Regal has unveiled a fresh new look for its flagship blend in the biggest redesign in the brand’s 112 year history, which sees an overhaul of Chivas 12’s bottle, label and pack.

The bottle has been reshaped and elongated to stand taller and prouder while still retaining its recognisable rounded shoulders. A redesigned crest shines a light on the beating heart of Chivas – the ‘luckenbooth’, a symbol embodying the brand’s values of ambition, generosity and unapologetic success. The entire redesign was conceived with sustainability in mind and the new bottle is lighter, saving over 1,000 tonnes of glass annually.

The new-look Chivas 12 seeks to capture the attention of a new successful, status-driven and style-conscious generation of Scotch Whisky drinkers, aged 18-32 years old, who buy into new luxury. This demographic is a pool of 3.2 million consumers not currently targeted by whisky brands, and yet 47% say ‘it’s important to spend more on alcohol when looking to impress’ and signal status, demonstrating the rich opportunity to tap into this audience.

Ian Peart, Commercial Director at Pernod Ricard UK, commented: “According to a recent Savanta study, Chivas Regal is the most loved Scotch in the UK and we’re proud to deliver a redesign that speaks the language of a fresh new generation of Chivas drinkers while bringing established enthusiasts and connoisseurs along for the journey.

“Social media has introduced a new, broader audience to the wonder of whisky – consumers with a hustle-first ethos that seek out upmarket brands to align themselves with. We have taken a bold, yet meticulous approach with all aspects of this redesign, and I’m looking forward to seeing our taller bottle take pride of place on-shelf.”

To support the bottle redesign, Chivas Regal will be focusing on celebrity and influencer endorsement, culture-driven collaborations and targeted digital media to drive high profile online awareness amongst target consumers.

The new Chivas 12 bottles are available from major wholesalers and cash & carrys including Bestway and Booker. Chivas 12 has an RSP of £29.95 for a 70cl bottle.