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Chivas review portfolio packaging
Pernod Ricard’s Chivas branch has released two new gift tins in the past week alone.
In time for the festive season, both Ballantine’s and Chivas Regal have announced new gift packaging available internationally.
The Ballantine’s limited edition release has a Scottish theme, linking back to the brand’s origins, while relating to the ongoing BEYOND campaign.
Chivas Regal’s limited edition gift tin, deisgned by New York designer Dan Funderburgh, has a strong “masculine design” in line with the three-year old “Live with Chivalry” campaign.
Special release limited edition packaging is very common at this time of year as unusual and eye-catching gift tins will help boost sales. The fact that Chivas has launched two such gift tins for two of its major brands demonstrates that the increased sales potential for gift packaging at this time of year has not gone unnoticed by the Chivas marketers.
Peter Moore, global brand director for Ballantine’s, explains the thought behind the new Ballantine’s packaging: “This creative and contemporary limited edition gift pack will provide Ballantine’s 12 Year Old drinkers with a specialist gift offering during a key sales period. The striking packaging, which fuses classic symbols with contemporary design, allows for maximum prominence in off-trade sales and will appeal to new and existing customers.”
The ideology behind Chivas Regal’s limited edition is unravelled by James Slack, brand director for Chivas Regal: “Known for contemporary, baroque designs inspired by historical ornamentation, Dan was the perfect artist to reflect the distinctive style and rich heritage of Chivas Regal. His bold, masculine design will appeal to the brand’s largely male consumer base, with increased on-shelf visibility, further strengthening Chivas Regal’s position as the most dynamic brand in the super premium Scotch whisky category.”
Chivas isn’t alone in its rebranding, as the whole spirits category sees new packaging, in everything from rum (see the SB story on Sailor Jerry) to Vestal Vodka to Beefeater’s gin.