AN ALL-NEW LOOK FOR CHIVAS 12
THE BIGGEST REDESIGN IN CHIVAS HISTORY…
WELCOME TO THE NEW CHIVAS 12
THE NEW CHIVAS REGAL BOTTLE
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 the 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 their 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
What is peculiar is the fact that NO Chivas family member was ever connected with the Chivas Regal whiskies. The Chivas Brothers company came into being only in 1857, when John Chivas (1814-1862) joined his elder brother James (1810-1886) in his grocery, wine shop and luxury goods emporium in Aberdeen.
The statement on both the carton and bottle 'From 1801' is without foundation. The Chivas brothers in question, James and John, weren’t even born then. James Chivas, the older of the two, first sniffed whisky as a 28 year- old in 1838, when he joined William Edward, fine grocer and wine seller, in his first job as a full-time hired employee. This fine grocery business, which was destined for fame under another name, had been founded in 1801 by John Forrest at 47 Castle Street, Aberdeen. Forrest died in 1828 and Edward, his manager, bought the company from the bereaved family and registered himself as a grocer, wine, and spirits purveyor and provision merchant, one of 209 others in Aberdeen, besides 193 vintners.
Chivas Regal started off as a 25-year-old whisky in 1909, blended in memory and honour of James and John Chivas and received a mighty welcome in an America that was opening up to luxuries. It ran into trouble due to Prohibition in the US (1920-1933) and it largely disappeared in the 1920s, re-emerging again in the US as a 12-year blend – Chivas 12 – in 1939. Even then, in a red wax sealed bottle brandishing the words ‘Chivas Aberdeen,’ the crossed lances which are still part of their identity today were prominent.
During the 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. They’re still using only the finest 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 one’s favourite mixer.
The single malts and grain whiskies remain the same:
Allt-a-Bhainne: Speyside SMS Whisky
Braeval: Speyside SMS Whisky
Glen Keith: Speyside SMS Whisky
GlenAllachie: Speyside SMS Whisky
Glentauchers: Speyside SMS Whisky
Longmorn: Speyside SMS Whisky
Miltonduff: Speyside SMS Whisky
Strathisla: Speyside SMS Whisky, key component of Chivas Regal.
The Glenlivet: Speyside SMS Whisky
Tormore: Speyside SMS Whisky
Strathclyde: Lowland Single Grain Scotch Whisky
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