“Chivas is undergoing a global brand repositioning”

One of the rarest, most exquisite whiskies made this year, The Royal Salute Platinum Jubilee Edition was launched just in time for Queen Elizabeth’s Platinum Jubilee, which fetched the highest price of £55,000 at Christie’s last month. Alex Robertson, head of the inspirit ambassador team, graduate programme and archives, Chivas Brothers, talks to Fortune India about Royal Salute’s one of a kind bottle and how the company plans make its portfolio accessible to a wider customer base. Edited excerpts.

Tell us about the limited-edition Royal Salute Platinum Jubilee whisky.

The Royal Salute Platinum Jubilee Edition celebrates the reign of Queen Elizabeth II, who first inspired the Scotch tribute, since the day of the Queen’s coronation in 1953. Expertly crafted by Royal Salute Master Blender, Sandy Hyslop, the Royal Salute Platinum Jubilee Edition is an intricately layered blend, with high-aged spirits from seven silent stills. The rarity of the whisky means the unique expression, with red apple notes of Inverleven Distillery, black currant vibrancy of Lochside and rich toffee of Caperdonich, cannot be repeated. It was sold at an auction with Christie’s on June 8 for a hammer price of £55,000. All profits from the sale went to the Queen’s Commonwealth Trust.

What are some of the rare casks you have at Chivas?

Chivas Brothers has a vast collection of whiskies maturing in the reserves. An elaborate process helps bring the best of Scotch whisky to the world, and depending on the objectives of the organisation and consumer preferences, limited editions are decided from time-to-time.

Is the New Look Chivas 12-Year-Old meant specifically for the younger audience?

Chivas is undergoing a global brand repositioning and making these changes to our signature blend will allow us to open up Chivas to a new, status-driven and style-conscious generation. Our goal is to make the Chivas portfolio accessible to a wider customer base. Chivas 12 introduces consumers to our range. The new, lighter bottle has been remodelled to stand taller while retaining the familiar rounded shoulders, but with an updated, bolder logo (it will reduce glass usage by 1,300 tonnes per year, in a recyclable carton).

For a young luxury consumer, which are the Chivas blends you would recommend?

The Chivas XV, a 15-year-old blend that challenges conventions in the Scotch whisky category. Selectively finished in Cognac casks, it blends tradition with innovation to deliver a blend that is perfect for high-energy celebrations.