Blended Scotch whisky, Chivas, has unveiled a fresh new look for its flagship blend - the biggest redesign in Chivas' 112-year history. Chivas 12, one of the world's biggest-selling Scotch whiskies, has undergone an extensive redesign of its bottle, label, and pack to usher in a striking new look that blends boldness, modernity, and status while still flexing the luxury and distinguished heritage long associated with Chivas.

The redesign 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 has undergone a complete renewal with a vibrant burgundy replacing the familiar silver and gold tones as the principal color scheme. The package retains the intricate detailing and textured finish loved by Chivas fans worldwide.

The entire redesign project was conceived with sustainability at its heart as part of the company's target of 100% recyclable, reusable, compostable or bio-based packaging after few years. The new bottle is lighter, saving over 1000 tonnes of glass annually, while the outer packaging is now made from fully recyclable materials. The whisky in each bottle remains the same renowned smooth, rich and generous Chivas 12 blend.

The redesign is inspired by the aesthetics of a new, style-conscious generation of Scotch Whisky drinkers who are reforming and re-evaluating what luxury looks like.

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 Chivas's Iconic and Timeless heritage. Through the redesign, we aim to build a stronger connect 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 status levels and hype.