TASTE TAKES CENTRE STAGE IN BALLANTINE’S NEW ABOVE-THE-LINE CAMPAIGN “TRUE TASTE LASTS LONGER” – Scotch Whisky News

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TASTE TAKES CENTRE STAGE IN BALLANTINE’S NEW ABOVE-THE-LINE CAMPAIGN “TRUE TASTE LASTS LONGER”

Ballantine’s, the No.1 Scotch whisky in Europe and the world’s No.2, has unveiled a bold new above-the-line campaign that communicates the whisky’s distinctive long finish and commitment to providing authentic experiences that stay true to the brand’s ethos. True Taste Lasts Longer will cement Ballantine’s position at the forefront of the Scotch whisky industry, continuing to resonate and engage with the brand’s discerning and contemporary audience.

Returning to the original values set down by founder George Ballantine, the above-the-line campaign visually illustrates the exceptional qualities that go into producing every bottle of Ballantine’s – from the superior quality of the raw ingredients and the bold, pioneering visual identity that is synonymous with Ballantine’s, through to the renowned long finish of the whisky.

Breathing life into the new campaign, photographer Shinichi Maruyama has curated the flowing whisky motif that dominates the True Taste Lasts Longer out of home visuals. Drawing on his experience in capturing movement, colour and texture through his energetic art style, Maruyama has evoked the taste that Ballantine’s whisky leaves on the palate with a series of abstract designs. The process saw Maruyama experiment with Ballantine’s whisky, throwing liquid and capturing its movement in space.

Video edits created for the campaign take Maruyama’s abstract exploration of Ballantine’s long finish even further. A man enjoying Ballantine’s with friends is seen to experience the true depth of character that comes with each sip, illustrated through a montage of elemental and emotive motifs.

Peter Moore, Ballantine’s Global Brand Director, comments: “Ballantine’s is a truly global Scotch whisky that speaks to a diverse audience worldwide through its extensive portfolio, so our whisky deserves an above-the-line campaign that can effectively communicate its quality and craftsmanship across all cultures and demographics. True Taste Lasts Longer realises this ambition, uniting our portfolio of award-winning whiskies with one visual identity. We are extremely excited to launch this campaign and continue to inspire whisky enthusiasts throughout the world with the unique taste of Ballantine’s.”

True Taste Lasts Longer launches in Brazil on 15th October followed by a global roll-out. For more information visit http://www.staytruestories.com/

About Ballantine’s

Ballantine’s is the No.1 Scotch whisky in Europe and the No.2 Scotch whisky in the world with the range selling over 70 million bottles a year worldwide. Ballantine’s has won more than 130 trophies and medals at international competitions in the past 10 years for its outstanding quality, as a result of its unique richness of character and perfect balance. The range, from Ballantine’s Finest to the exclusive 40 Year Old, is the most extensive in the world of Scotch and is maintained by Master Blender Sandy Hyslop, continuing the brand’s tradition of Master Blenders that dates back to 1827. In 2013, Ballantine’s continued its innovative approach by launching Ballantine’s Brasil, a spirit drink made from selectively cask steeping Scotch whisky with Brazilian lime peel.

www.ballantines.com

@Ballantines

About Chivas Brothers

Chivas Brothers is the Scotch whisky and premium gin business of Pernod Ricard, the world’s co-leader in wines and spirits. Chivas Brothers’ award-winning portfolio features some of the world’s most revered Scotch whisky brands including Chivas Regal, the world’s first luxury whisky and the No.1 Scotch whisky in China; Ballantine’s, Europe’s No.1 Scotch whisky; The Glenlivet, the world’s No.1 single malt whisky; and Royal Salute, the world’s only exclusively prestige Scotch whisky range. The portfolio also includes two of the world’s leading English gins – Beefeater, the world’s most awarded premium gin, and Plymouth gin – plus a selection of highly acclaimed single malt whiskies, including Aberlour, Longmorn, Scapa, Strathisla and Tormore. The range is completed by a collection of blended Scotch whiskies operating in many of the world’s key whisky markets which includes 100 Pipers, Clan Campbell, Something Special and Passport Scotch.

www.chivasbrothers.com

@ChivasNewsRoom

About Pernod Ricard

Pernod Ricard is the world’s co-leader in wines and spirits with consolidated Sales of € 8,558 million in 2014/15. Created in 1975 by the merger of Ricard and Pernod, the Group has undergone sustained development, based on both organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin&Sprit (2008). Pernod Ricard holds one of the most prestigious brand portfolios in the sector: Absolut Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Kahlúa and Malibu liqueurs, Mumm and Perrier-Jouët champagnes, as well Jacob’s Creek, Brancott Estate, Campo Viejo, Graffigna and Kenwood wines. Pernod Ricard employs a workforce of approximately 18,000 people and operates through a decentralised organisation, with 6 “Brand Companies” and 80 “Market Companies” established in each key market. Pernod Ricard is strongly committed to a sustainable development policy and encourages responsible consumption. Pernod Ricard’s strategy and ambition are based on 3 key values that guide its expansion: entrepreneurial spirit, mutual trust and a strong sense of ethics. Pernod Ricard is listed on Euronext (Ticker: RI; ISIN code: FR0000120693) and is part of the CAC 40 index.

www.pernod-ricard.com

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