UK: Chivas announces Regal 18 relaunch
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.
As Pernod Ricard, Allied Domecq and Fortune Brands close in on the biggest drinks industry deal since the sale of Seagram, opinion about how the deal will be structured and who stands to win and lose ...
Maxxium Worldwide could come under pressure if Pernod and Fortune's Allied Domecq bid is successful, according to press reports today (14 April)....
It's been a quiet day on the Pernod/Allied Domecq front....
Conflicting reports circulated this weekend over whether Bacardi International is looking to form a counter-bid for Allied Domecq....
Todays press reports into Pernod and Fortune's hopes to buy Allied Domecq warn of possible conflicts and set a date for completion....
Pernod Ricard and Fortune Brands are considering a US$13 billion bid for Allied Domecq, the world's second-largest spirits company. Were it to take place, Pernod and Fortune would split Allied's brand...
Pernod Ricard and Fortune Brands are hoping to buy Allied Domecq for around 670p per share, according to press reports....
The US consumer goods group Fortune Brands has confirmed it is in talks about launching a joint bid with Pernod Ricard for Allied Domecq....
- Are we kidding ourselves over craft spirits?
- What's behind Brown-Forman's Irish whiskey plans?
- Is Brown-Forman doing a Jack Daniel's in Ireland?
- How good a sustainability fit are ABI and SAB?
- Interview - Heineken global activation director
- Diageo, Treasury Wine Estates quiet on wine sale
- Chandon to become "third pillar brand" for MH
- Brown-Forman silent on Southern Comfort report
- Pay freeze anger threatens Carlsberg UK site
- Stoli appoints international marketing director
- The IWSR Duty Free/Travel Retail Report 2015
- Future growth opportunities for global spirits
- Global gin insights - market data, product innovation and consumer trends research
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends research
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends research