Created in the basement of John and James Chivas, Chivas whisky rose to be a quality luxury scotch whisky of outstanding reputation and quality. To this day, drinking a glass of Chivas is an experience that is all about a luxurious taste and the quality of the blends.
As an established brand Chivas have a specific visual identity that is uniquely theirs and represents a world of luxury and status, with a dedicated aesthetic.
To attract new and younger consumers and to give them the opportunity to discover the range of the Chivas taste, a limited edition containing two whiskies aged respectively 12 and 18 years seemed a natural step. The new whisky drinker can progress from their first taste of scotch whisky with the 12 to the 18, and become a confirmed whisky drinker as well as a lifetime customer.
The iconic features of Chivas have been deconstructed and put back together to create a new modernised aesthetic without betraying what made the success of the brand.