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Strathisla entices modern crowd with stylish new packaging

Chivas Brothers has unveiled new packaging for its Strathisla 12 Year Old single malt in a bid to modernise the brand and attract established whisky drinkers.

Gone is Strathisla 12 Year Old’s traditional brown packaging.

Pernod Ricard’s Scotch whisky and gin arm has ditched Strathisla’s square brown bottle and black labelling for a more eye-catching clear, stout round bottle, white labelling with splashes of vibrant blue and pink.

Awarded a Master in The Spirits Business’ Scotch Whisky Masters in June, Strathisla 12 Year Old has long been a favourite of malt advocates around the world. Chivas Brothers hopes the new packaging will draw more attention from newer, adventurous whisky drinkers.

“Strathisla 12 Year Old has long been considered the connoisseurs’ best kept secret as a rare malt whisky produced in limited quantities from a world famous distillery,” said Nikki Burgess, international brand director for Chivas Brothers’ malts portfolio. “We are confident that the fresh approach for Strathisla, an example of Chivas Brothers’ continued commitment to innovation, will attract both adventurous and established whisky drinkers to the brand and the wider Chivas Brothers portfolio.”

Strathisla 12 Year Old is the only single malt produced for sale at the eponymous Speyside distillery with twin pagodas. The majority of whisky produced there is married with other Chivas Brothers whiskies to create signature blends including Chivas Regal and Royal Salute.

The redesigned bottle is available in 700ml and one-litre formats in over 25 global markets for an RRP of £40.49.

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