AN ALL-NEW LOOK
FOR CHIVAS 12
WE’VE DROPPED THE BIGGEST REDEIGN IN CHIVAS HISTORY…
WELCOME TO THE NEW CHIVAS 12
The same, signature 12-year-old blended smooth Scotch whisky has been levelled up with a bolder bottle in a richer shade of ruby. You’ll still see the familiar rounded shoulders of our bottle design, but it now stands taller and prouder – and on greener credentials, too. The 12 years spent in the cask are honoured with bold XII numerals, sitting below the sleeker, emblematic Chivas crest, which you’ll also find etched carefully into the capsule and glass.
Chivas 12 now uses 100% recyclable and environmentally friendly packaging materials as we accelerate towards our 2025 target of 100% recyclable, reusable, compostable or bio-based packaging, which will save 92 tonnes of plastic per year. The reduced weight of the new Chivas 12 bottle saves more than 1,000 tonnes of glass each year, with its completely plastic-free packaging saving 2.3 million plastic bottles. Lastly, all-new delivery boxes lessen the energy needed in the recycling process. Together, these components contribute substantially to reducing Chivas’ CO2 emissions.
The old Chivas Regal bottle
Some history. Chivas Regal started life as a 25-year-old whisky in 1909, but due to Prohibition in the US it largely disappeared in the late 1920s, re-emerging as a 12-year blend – Chivas 12 – in the 1930s. Even then, in a red wax sealed bottle brandishing the words ‘Chivas Aberdeen,’ were the crossed lances which are still part of our identity today.
During the 30s and 40s, the evolution of Chivas 12 began to take shape until eventually in 1961 the green bottle changed to white flint, and the classic shape wasn’t changed again for over 60 years. At this time the first carton was produced which depicted scenes from Scottish history and folklore. King Robert the Bruce on his battle charger and scenes from the Battle of Bannockburn were embossed into the foil carton alongside images showing Highland dress in the 16th to 19th centuries. The Chivas Brothers Crest also depicted King Robert, with the Gaelic motto ‘Treibhireas Bunaiteachd’ (translated to ‘fidelity and stability)’ above him. The new Chivas 12 bottle pays homage to its incredible history, while turning boldly to the future.
The same, signature taste
The unique blend that makes up Chivas 12 hasn’t changed. We’re still using only the finest f malt and grain whiskies including Strathisla single malt, Strathclyde single grain and more; and it’s still remarkably smooth and generous. Speyside flavours of crisp orchard fruits, wild heather and sweet honey can still be found in every sip of Chivas 12, enjoyed neat or with your favourite mixer.
Whether you’re at home watching football or out clubbing, you can enjoy Chivas 12 in a variety of cocktails. From easy-to-make Whisky Highballs to playful slushies, invite your friends and family to enjoy the new Chivas 12 together. Explore some of our Whisky Cocktail ideas if you’re new around here or just looking up your cocktail game.
Since the 19th century our Master Blenders have maintained the classic taste blended by our founders John and James Chivas, and now we’re ushering in an exciting new era in its colourful history. 112 years in the making; take a bow, the all-new Chivas 12.