Rebranding for Chivas
announced the launch of new packaging for its flagship brand Chivas
Regal 12. The company said that the new look coincides with the
group's revamp of the whiskey's image.
The group is planing to to repackage its best selling whiskey, Chivas Regal 12, in a new label that which the company claims has a more eye catching fresher look that will help to drive sales of the drink in the future.
In September 2003 the company launched a new advertising campaign with the aim of reestablishing the brand as a unique global spirit. Today the company said that the release of the new packaging will reflect the brand's rich heritage.
"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 spirit brands. At the same time, it infuses a fresh, contemporary feel in line wit Cheva Regal 12'ss revitalised brand identity", said the group's brand director Howard Southern.
The packaging is set to be introduced to markets worldwide and the company will initiate new merchandising.
The company said that both the merchandising and the new packaging coincides with the group's plan to drive sales across the globe. In 2003, the company said that its worldwide sales grew by 7 per cent. It sold 2.9 million cases of the whiskey. The market for premium whiskey is growing at faster rate than standard whiskey., the company claims, and it appears that the company's effort to promote its best selling drink is a step towards capitalising on this increase.
