Ballantine’s Extends its Lead as Europe’s Favourite Whisky and becomes a Major Hit on YouTube

According to the latest data published by IWSR* Ballantine’s has reinforced its position as No 1 selling Scotch whisky in Europe and No 1 whisky overall for the region. Ballantine’s grew volume in Europe in 2010, selling 4m cases, extending the lead to over 600,000 9L cases versus the No 2 competitor.

Over 70 million bottles of the world No 2 Scotch whisky were purchased in the last year, ranging from the ever popular Ballantine’s Finest and Ballantine’s 12 Year Old to the brand’s comprehensive aged blended Scotch whisky range, which makes Ballantine’s the No1 ultra premium whisky in Asia Pacific.

According to Peter Moore, Global Brand Director for Ballantine’s, “The brand’s continued popularity across Europe and worldwide is down to a mix of proud heritage and consistent, multi-award winning quality together with dynamic and engaging marketing initiatives that resonate with Ballantine’s drinkers.”

The recent success of Ballantine’s has been driven by the hugely acclaimed and distinctive global marketing campaign ‘Leave an Impression’, which was initially launched in more than 100 countries. Phase 2 was rolled out in 2010 with the ‘Plan Ballantine’s’ communication platform, which focuses on Ballantine’s Finest.

This year Ballantine’s Finest launched a major digital campaign ‘The Human API’ on Facebook. The campaign video received a viral response with over 1 million views on YouTube when it showed an artist tattooing a client live on Facebook. During the four hour session, fans took part in some of the creative decisions and the resulting tattoo featured a QR code that linked to an animation – a first in tattooing.

Ballantine’s also launched a creative TV advertising campaign across Latin America and pan-Europe, entitled Transformation, which inspires people to ‘change their plan and leave an impression’.

Ballantine’s has also continued high profile golf sponsorships like the Ballantine’s Championship in Korea and the Barclay’s Scottish Open, which are particularly popular with drinkers of the brand’s aged Scotch whisky range.

Notes:

* International Wine & Spirit Research’s Database 2011

Ballantine’s
Ballantine’s is the No 1 Scotch whisky in Europe and the No 1 ultra-premium whisky in Asia Pacific, selling more than 70 million bottles a year worldwide. Ballantine’s has won more than 80 trophies and medals at international competitions in the past 10 years for quality as a result of its unique richness of character and perfect balance. The range, from Ballantine’s Finest to the iconic 30 Year Old, is the most extensive in the world of Scotch and is maintained by the latest in a tradition of Master Blenders that dates back to 1827.

Chivas Brothers
Chivas Brothers is the Scotch whisky and premium gin business of Pernod Ricard – the world’s co-leader in wine and spirits. Chivas Brothers is the global leader in luxury Scotch whisky with a portfolio that includes Chivas Regal, Ballantine’s, Beefeater Gin, The Glenlivet, Royal Salute, Aberlour, Plymouth Gin, Longmorn, Scapa, 100 Pipers, Clan Campbell, Something Special and Passport.