Chivas Regal has launched a comprehensive redesign of its 12 Year Old expression.
The design has been completely rethought, from the bottle itself through to the label and the packaging.
The new bottle design raises the shoulders while retaining the bottle's distinctive silhouette.
The Chivas brand is now prominently embossed on the bottle, together with the signatures of founders James and John Chivas.
The new packaging is available from this month.
Vicky Hoey, head of marketing for dark spirits at Pernod Ricard, which owns Chivas Regal, said: "Following extensive consumer research, we are excited to present a new modern look for Chivas 12 Year Old.
"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."
Chivas Regal was launched in 1909 as the world's first luxury whisky.
It sells 4.6 million 9-litre cases each year in more than 150 countries.
Alongside its 12-year-old expression, the Chivas Regal range includes Chivas 18, Chivas 25, Chivas Regal Extra and Chivas Brothers Blend.