Chivas Regal has unveiled a contemporary new design for its 12 Year Old bottling.

Rolling out from this month, the design aims to reinforce the brand’s “craftsmanship, luxury and heritage” and is set to drive premium whisky sales for retailers.

On the bottle, the brand signifier is now included, embossed as a more prominent, organic feature of the bottle, and the signatures of founders James and John Chivas have been added to the glass to display the “value of brotherhood” at the heart of the brand. The label has also evolved to present a simplified and more vibrant look.

The outer carton has also been re-designed to retain the icons that hold depth of meaning and provenance to the rich heritage of Chivas Regal.

Head of marketing for dark spirits at Pernod Ricard, Vicky Hoey, said: “Following extensive consumer research, we are excited to present a new modern look for Chivas 12 YO. Available at all outlets, the new design will drive strong standout on shelf and reinforce the premium credentials of Chivas. This presents a real opportunity for retailers to grab the attention of modern whisky drinkers.”