It costs how much?
Chivas Regal wanted to create a new flagship product to appeal to HNWIs. Retailing at $3,500, it would go up against the finest cognacs and raise the bar globally for prestige blended whiskies.
The Icon is a blend of some of the oldest, rarest whiskies in Scotland from over 20 distilleries. In the words of Colin Scott, Chivas Regal’s master blender, ‘Quite simply you’re buying craftsmanship.’ Our challenge was to use similar craft in the whisky’s presentation. The final design pays tribute to the brand’s illustrious past. The green crystal decanter, the touches of red, the reference to the ship on the badge and the presentation case all pay homage to different aspects of the Chivas Regal DNA, from its iconic green bottle of 1909 to the days when the brand was first shipped overseas and found an international following. The Icon was unveiled in Dubai at Duty Free and the Emirates First Class Lounge before being launched worldwide.
A symbol of luxury for a new era, it has reestablished Chivas Regal as the world's pre-eminent luxury whisky brand.
Strategy and Positioning
Innovation and NPD