UK. Chivas Brothers, the premium Scotch whisky company of Pernod Ricard, is introducing new packaging for Royal Salute 21 year old into all markets, building on the brand’s luxury look and feel. The new packaging is designed to reflect the quality of the whisky and Royal Salute’s status as a leader in the super premium whisky sector.
The successful relaunch of Royal Salute last year, with a powerful TV advertising campaign and a good recovery in duty free, was one of the features of Pernod Ricard’s success in Asia last year, where sales volumes rose +17.9%. All aspects of the new pack reinforce the image of a special whisky representing the best the 203-year old company has to offer, including the gift box, velvet bags, shipping case and tamper evidence strip. Sophie Gallois, brand director, said: “The new gift packaging emphasises the extraordinary heritage of this 21 year old whisky and enhances the brand’s credentials as the ultimate gift to powerful people.”
The new packaging is now becoming available worldwide following its successful introduction to global duty free in 70cl and 75cl bottles. A re-pack of the 100cl and 50cl formats is also scheduled for later this year.
The stronger, luxury gift carton designed in subtle shades of gold incorporates key elements that characterise the brand, such as the guns of the Royal Salute, Robert the Bruce and Lions. The individual gift boxes have separate colour lining inserts in blue, red and green, reflecting the three colours of the jewels in the Coronation crown: sapphire, ruby and emerald, together with the traditional Spode ceramic decanter.
Royal Salute 21 year old has won several awards including the International Wine & Spirit Competition trophy for Best Blended Scotch Whisky two years in succession in 2002 and 2003, as well as the International Spirits Challenge trophy in 2002 and the silver medal in 2003.
