BRING YOUR BOOKSHELF TO LIFE WITH BALLANTINE’S 12 THIS CHRISTMAS

Ballantine’s, the No. 2 Scotch whisky in the world, has unveiled an innovative new gift pack for its Ballantine’s 12 Year Old expression, which will be available to the off-trade around the world throughout the festive season.

The new limited edition pack – which contains a bottle of Ballantine’s 12 – invites whisky enthusiasts to celebrate the authenticity and originality of traditionally printed books, mirroring the authenticity of the spirit that is housed inside.

Using slight variations of the iconic Ballantine’s blue, the new pack challenges customers to look closely and discover four hardback books nestled together on a bookshelf. Each book relates to the history of Ballantine’s 12, and text has been applied horizontally and vertically across the pack to enhance its realistic appearance and on-shelf appeal. The sides, rear and lid of the pack all contribute to its visual effect, while the overall finish and embossing of the spine adds a tactile experience.

To generate customer engagement, the limited edition can be brought to life in local markets via a series of dynamic marketing initiatives, including print and online advertising, social media campaigns and in-store displays.

Peter Moore, Global Brand Director for Ballantine’s commented: “This year, we have created a limited edition for Ballantine’s 12 that echoes the authenticity and originality of the whisky blend inside. The festive period is notoriously competitive and, with this innovative and eye-catching design, we are offering retailers an opportunity to achieve stand out on-shelf. We hope that whisky fans all over the world will enjoy this unique collectible”.

The gift packs, which have been designed for the 70cl and 75cl bottles, are available now from 28 markets around the world, including Portugal, Chile, Thailand and Sub-Sahara Africa. The creative design has already started winning awards for Ballantine’s 12, with a Gold Award recently achieved at The Canmaker Magazine ‘Cans of the Year’ Awards; internationally renowned for celebrating, promoting and rewarding the huge amount of innovative work that takes place within the metal packaging industry each year. 

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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 the latest in a tradition of Master Blenders that dates back to 1827.

About 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 and premium gin. Its portfolio includes Chivas Regal, Ballantine’s, Beefeater, The Glenlivet, Royal Salute, Aberlour, Plymouth gin, Longmorn, Scapa, 100 Pipers, Clan Campbell, Something Special and Passport Scotch. 

For further information please visit www.chivasbrothers.com