Ballantine’s 12YO given ‘masculine’ makeover

Chivas Brothers has revealed two packaging redesigns within its Scotch whisky portfolio, including a more “masculine” look for Ballantine’s 12 Year Old.

Taking inspiration from the repackaging given to Ballantine’s Finest in 2013, Ballantine’s 12YO has increased the presence of the navy colour scheme to give a “more refined, masculine and eye-catching look on-shelf”.

The number 12 has been given greater prominence and the brand’s crest and the Ballantine’s “B” have been repositioned for a “more modern aesthetic”.

“Thanks to its perfectly balanced taste profile, Ballantine’s 12 Year Old has become an award-winning blend with outstanding quality credentials,” commented Peter Moore, Ballantine’s global brand director.

“We are delighted to present a new elegant, super premium pack for the bottle that stays true to the pioneering values of our founder George Ballantine in his relentless pursuit for quality.

“We’re confident that the new design, which is now in line with Ballantine’s Finest, will encourage consumers to trade up to Ballantine’s 12 Year Old for special occasions as they start their journey through the super premium whisky category.”

Ballatine’s 12YO will be available globally at the same RRP of US$38 per 1L bottle in travel retail or the local equivalent.

Chivas Regal 12 Year Old

In addition, Chivas Regal 12 Year Old has also had a packaging makeover to deliver a “simplified and more vibrant look”.

The Chivas Regal 12YO bottle has had its shoulders raised higher to “reflect the brand’s pride”, while the brand signifier has been made more prominent.

Certain areas of the outer box have been embossed and debossed to give a more textured element to the packaging.

“The new design successfully demonstrates Chivas Regal’s ability to carry forward years of brand heritage and craftsmanship in a way that is appealing to modern whisky drinkers,” said Richard Black, international brand director for Chivas Regal.

“For many, Chivas Regal 12 Year old acts as an entry point to the brand so it is a tremendous opportunity for us to grab their attention.

“We have conducted extensive consumer research and are excited to present a new modern look while maintaining our craftsmanship and timeless luxury values.”

The new Chivas Regal 12YO will hit shelves from September.