Chivas unveils new look 21YO Royal Salute
Chivas Brothers has unveiled new packaging for its Royal Salute 21 Year Old expression with the aim of “reinforcing its position as a modern, luxury product of hand crafted quality.”
Presented in a porcelain flagon, the bottling features an elaborate engraving of a lion and cannon smoke to symbolise its Scotch heritage. Royal Salute was launched in 1953 in tribute to Queen Elizabeth II on the day of her coronation.
Neil Macdonald, global brand director for Royal Salute, said he believed there was a “tremendous opportunity” for Royal Salute to become a “true and legitimate luxury brand.”
“Royal Salute is steeped in royalty and history and this new contemporary packaging helps us bring the legacy of our crafted whisky to life,” he said.
The new Royal Salute 21 Year Old flagon will be available in three colours, including sapphire, ruby, and emerald, complemented by a matching velvet pouch.
Chivas Brothers is the Scotch whisky and premium gin arm of Pernod Ricard.