Chivas Brothers is re-launching its super-premium brand Chivas Regal 18-Year-Old. The re-launch, which includes re-designed packaging and a new name, is being supported by an international print advertising campaign and will be introduced into key markets from next month.

The re-launch is led by the introduction of the new name 'Gold Signature,' a tribute to the creator of the whisky, Colin Scott, the company said.

Speaking yesterday (28 September), Chivas Brothers marketing director Martin Riley said: "The revitalised identity and marketing support strongly positions the brand to capitalise on the significant increases being experienced globally by premium spirits and luxury goods.

"We aim to double volume of Chivas Regal over the next three to four years, with a target of over 100,000 cases," Riley added.

The new label features Colin Scott's signature and is stamped with the three hallmark icons in gold foil. The bottle has been remodelled with a heavy, decanter-style base.

The new print advertising campaign centres on the Chivas lettering incorporating images of textured materials such as leather, marble and wood.

Both the packaging and print advertising will be rolled out in all key Chivas Regal 18 markets worldwide.

Earlier this year, Chivas Brothers, owned by Pernod Ricard, introduced new packaging for Chivas Regal 12, and announced a further investment of €45m for a global advertising campaign for the whisky. Chivas Regal 12 has seen global growth of 11% this year, Riley said.