CHIVAS REGAL 12 RESTAGE

26 Oct 2015 By David Fuhrmann-Lim

If it’s a song you call it a remix, if it’s a movie it’s a redux. It’s the case of Chivas 12, the bottle and the design has undergone a Restage – it’s now smoothly modern and classically contemporary.

You’ll quickly get used to this: With simplified design cues, the bottle and outer carton of Chivas Regal 12 Year Old retains the distinctive elements which make the brand instantly recognisable the world over while keeping true to the craft and heritage at the heart of Chivas. The launch of the Restage was held at Fort by Maison Ikkoku, the new outlet by craft mixer Ethan Leslie Leong. Here at Parched we’re not just suckers for a deliciously dreamy dram, or a creative cocktail, a beautiful bottle will hold as much fascination as well. (We’re also loving the new Mortlach bottles for their recent luxury malts, read about that soon).

The work that’s gone into the redesign of the Chivas Regal 12 is slick. The new bottle retains its round generous shape, while its shoulders have been raised to reflect the brand’s pride as one of the world’s leading Scotch whiskies. The signatures of founders James and John Chivas have also been added, while select areas of the outer carton have been embossed and debossed to add a texturalised element to the packaging.

Chivas Regal 12

The new bottle may be recognisably different to the original which was launched in 1909, yet the connection between the latest incarnation and its antecedents are clear to see.

Chivas Regal 12