Chivas Regal 18 Unveils Sleek New Packaging

Blended Scotch whisky, Chivas Regal, has unveiled a sleek new look for its award-winning Chivas Regal 18, with the packaging design by Nude Brand Creation.

From this month, whisky enthusiasts around the world will experience Chivas Regal’s award-winning blend in its elevated new look. The updated bottle features a taller, prouder silhouette with rounded shoulders, and a jewel-like, layered, and multi-faceted label. The iconic Luckenbooth, a traditional Scottish symbol that embodies Chivas Regal’s heritage and values, is now positioned at the heart of the label, and embossed into the glass base. The classic Chivas Regal shield and crossed spears – now embossed into the glass for a more refined and luxurious look – signify protection and loyalty, reflecting the brotherhood of James and John Chivas, whose entrepreneurial spirit set the groundwork for the world’s first luxury whisky.

In addition to a new bottle, a new carton features opulent gold detailing and a gold-coloured tin lid, finished with Chivas Regal Master Blender Sandy Hyslop’s signature.

Featuring a 25% glass weight reduction on its flagship 70cl bottle and fully recyclable outer packaging⁽¹⁾, the elevated, redesigned bottle – housing the same award-winning Scotch – reaffirms not only Chivas Regal’s dedication to luxury, but also its wider commitment to reducing its environmental impact. The flagship 70cl bottle’s reduction in glass weight will result in significant environmental benefits, estimated to save over 500 tonnes of glass annually based on FY24 volume sales⁽²⁾.

Mike Parsonson, Creative Director at Nude commented:

“Chivas 18 is a true icon in the whisky world, and working on its bold new look has been an incredible journey. We’ve taken the rich heritage and the iconic Luckenbooth symbol and reimagined it to resonate with a new generation of luxury seekers. Our aim was to create a design that’s unapologetically progressive, ambitious, and exciting — something that stands out in any whisky collection.”

Nick Blacknell, Chivas Regal Global Marketing Director at Chivas Brothers, commented:

“At Chivas Regal, we are committed to continuing to premiumise our brand while making meaningful strides in sustainability. The new Chivas Regal 18 bottle not only showcases our dedication to luxury with its refined design but also highlights our ongoing efforts to reduce our environmental impact. We are thrilled to present this elevated look to whisky enthusiasts around the world, reflecting both our heritage and our commitment to long-lasting positive change.”

The new look Chivas Regal 18 will be rolling out globally from this month and brings Chivas Regal 18 in line with Chivas Regal 12, which unveiled a contemporary new look in 2021 also created by Nude Brand Creation.

⁽¹⁾ Fully recyclable in markets capable of recycling carton & metal

⁽²⁾ Total 70cl glass saving based on FY24 volume sales – 513.6t