Chivas Regal Further Embraces Craftsmanship with Distinctively Shaped Tin From Crown

Unique round-to-square design creates strong shelf differentiation and impact

Chivas Regal Generosity Amplified Tins
Monday, November 21, 2016

Philadelphia, PA — November 21, 2016. CROWN Aerosols & Specialty Packaging Europe, a business unit of Crown Holdings, Inc. (NYSE: CCK) (Crown) (www.crowncork.com), has continued its collaboration with Chivas Regal (Chivas) to produce a one-of-a-kind shaped tin for the brand’s Generosity: Amplified initiative. The distinctive package is round at the top and gradually transforms into a square shape at the bottom, easily standing out from the traditionally shaped whisky tins seen on store shelves and helping catch the eye of discerning consumers. A brand new design, the tin celebrates the creative partnership between Chivas and LSTN Sound Co.

Crown’s expert in-house design team in Mansfield, United Kingdom, facilitated and advised on the design and brought an array of decorative elements together to help Chivas create the tin. The theme of music serving as inspiration, the tin’s photo quality graphics were created with high quality print and inks that encapsulate Chivas’ chosen motif. An embossing technique is used in select areas of the design to enhance how the package feels when it is in the hands of consumers and add a touch of elegance.

Both Chivas and LSTN Sound Co. recognize the growing desire among modern gentlemen to seek authenticity and depth in both their lifestyle choices and purchase decisions. A percentage of the profit from each pair of Generosity: Amplified headphones and each limited edition gift tin created will be donated to Starkey Hearing Foundation – a pioneering charity that has provided more than 1.8 million hearing aids and care to people in need in the last 30 years. It is estimated that the partnership will give around 15,000 people the gift of hearing.

“We’re proud to be involved in the creative partnership between Chivas and LSTN Sound Co,” said Veronique Curulla, Marketing Director of CROWN Aerosols & Specialty Packaging Europe. “That commitment to excellence and detail is something we strive for every day at Crown, as we try to bring our customers’ visions to life. In this case, we developed new tooling to deliver a tin shape that was not only visually appealing, but also added value in terms of supply chain efficiency and shelf stackability.”

The use of metal as the substrate for this special collection highlights Chivas Regal’s commitment to packaging that balances luxury with sustainability. Metal packaging is 100% recyclable, and unlike most other packaging materials, can be infinitely recycled with no loss of physical properties. Between 80 and 90 percent of all steel ever produced is still in use today.

“This special edition series celebrates the commitment to substance and style that are the hallmarks of any craftsperson and complements the values on which the Chivas Regal brand was built,” commented Katy Buchan, Design Manager of Chivas Regal. “It has been a pleasure to work with a packaging supplier like Crown that shares our passion for creating fresh and exciting designs that will have an impact with consumers. The round-to-square tin is a result of the hard work of both sides, and we could not be happier with the outcome.”

The Chivas Regal round-to-square limited edition tin is available now.

About Crown Holdings, Inc.
Crown Holdings, Inc., through its subsidiaries, is a leading supplier of packaging products to consumer marketing companies around the world. World headquarters are located in Philadelphia, PA. For more information, visit www.crowncork.com.

For more information, contact:

In Europe: Veronique Curulla, Marketing Director; Tel: 33 1 49 18 40 28; Email: veronique.curulla@eur.crowncork.com

In the United States: Sheila Heath, Director of Marketing; Tel: (740) 681 6577; Email: sheila.heath@crowncork.com

For editorial inquiries: Thomas T. Fischer, Vice President Investor Relations and Corporate Affairs; Tel: (215) 552-3720; Email: thomas.fischer@crowncork.com