Chivas Regal 18 reveals packaging redesign

Chivas Regal has launched a new global campaign for its 18-year-old blended whisky, while simultaneously unveiling a new label and box design for the expression.

The new campaign aims to highlight the “skill and time” it takes to make the 18-year-old blended Scotch, which was created by former Chivas Regal master blender Colin Scott.

The updated packaging features a new shade of blue to help the brand stand out more in the on- and off-trade, and has also been given a textured finish.

Richard Black, global marketing director at Chivas Regal, said: “In celebration of this unrivalled spirit, our new campaign highlights its rich, multi-layered flavour whilst also honouring the expert blending process which leads to its creation.

“Through it, we want to remind consumers that some things in life can’t – and shouldn’t – be simplified.”

In September last year, Chivas Regal owner Pernod Ricard said it plans to invest more money in the brand to rebuild its position in China.