• Transform magazine
  • January 24, 2020

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Royal Salute fires off new look and expands collection

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Scotch whisky specialist Chivas Brothers is rolling out a new edition to the its revamped Royal Salute 21-Year-Old Collection.

Chivas used agency Boundless Brand Design to designing its Snow Polo limited edition, a recent addition to the Royal Salute Collection. The new look is designed to reflect the brand’s longstanding association with polo and snow polo, which was established in St Moritz. Boundless was inspired by retro travel posters to create a concept that has been applied across platforms, such as merchandising, travel retail and a snow globe, which began rolling out last month.

The new brand follows the range overhaul and launch of new variants in the summer, which was handled by Butterfly Cannon. The agency was tasked with bringing a fresh perspective to the brand in a bid to attract a younger generation of consumers. The collection of premium whiskies was originally created in 1953 to mark the coronation of Queen Elizabeth II. The challenge was to inject a contemporary feel without alienating existing consumers, the agency said.

Chivas Brothers marketing director for prestige brands Mathieu Deslandes said: “Royal Salute has an esteemed history and we have worked hard to ensure this heritage has remained at the heart of the brand as something we are exceptionally proud of. However, we also strive to ensure our portfolio is at the cutting-edge of Scotch whisky innovation and these latest creations are testament to this ambition.”