Chivas Brothers, the Scotch whisky division of Pernod Ricard, has re-packaged its flagship brand, Chivas Regal 12.  This applies to both the bottle and the silver carton.
Evolved from Chivas Regal's existing image, the new packaging creates a fresher, more eye-catching look, the company said.

The label retains subtle shades of gold, enhanced with a burgundy backdrop.

Chivas Regal brand director, Howard Southern said: "Our research shows that key markets have reacted very positively to previews of the new look. It reflects the whisky's prestigious and iconic status as one of the world's few truly global spirits brands. At the same time, it infuses a fresh, contemporary feel in line with Chivas Regal 12's revitalised brand identity."
The packaging is currently being introduced into markets worldwide, complemented by new merchandising. It follows the introduction of the global advertising campaign launched by Chivas Brothers in September 2003. 
This is the latest in an ongoing series of developments for Chivas Regal. Worldwide sales grew by 7% in 2003, selling 2.9m cases.