BALLANTINE’S ENCOURAGES ENTREPRENEURIAL SPIRIT WITH THE BAR PROJECT
Ballantine’s offers the French public a chance to create the bar of their dreams,
which will be brought to life for a limited period in the heart of Paris
Ballantine’s, the world’s No. 2 Scotch whisky, is aiming to capture the imagination of aspiring entrepreneurs with the launch of The Bar Project; a competition which offers consumers a once-in-a-lifetime chance to see the bar of their dreams brought to life in Paris later this year.
Inspired by the entrepreneurial spirit of its founder, George Ballantine, The Bar Project by Ballantine’s is being piloted in France and sees the brand challenge budding entrepreneurs in the country to design a bar which is a true reflection of their personality.
Entries will be judged by a panel of leading French business, design and bar experts including renowned French interior designer, Laura Leonard, and Simon Baldeyrou, CEO of Deezer, one of the world’s leading music streaming services. The three most innovative entries as judged by the panel will then be put to the public vote in May. The overall winner will then see their concept brought to life in the famous Parisian club, “Le Chacha”, opening with a VIP launch event in September 2014 and remaining open to the public until mid-October 2014.
The Bar Project by Ballantine’s is in line with the brand’s new global positioning, ‘Stay True, Leave an Impression’ which it revealed in October 2013.
Peter Moore, Global Brand Director for Ballantine’s, comments: “With The Bar Project by Ballantine’s, we wanted to create something exciting and inspiring that truly captures the essence of our brand. Our founder, George Ballantine, was very much an entrepreneur of his time and as such, he always stayed true to his convictions. This ethos remains at the heart of Ballantine’s to this day, so we’re excited to be bringing it to life with The Bar Project.
“We’re hopeful that French consumers will relish this opportunity to unleash their creativity and their entrepreneurial spirit to leave an impression on the bar trade, just as George Ballantine did when he created our iconic blended whisky.”
Entries into The Bar Project by Ballantine’s are open now via www.ballantinesbarproject.fr and will remain open until midnight on 22nd March 2014. Ballantine’s is supporting the competition by partnering with French popular culture magazine and website, ‘Le Bonbon’, and with music streaming site Deezer to drive consumers to the Facebook app.
A video about The Bar Project by Ballantine’s can also be viewed here and embedded into news pieces using the embed code:
<iframe src=”//player.vimeo.com/video/85234375″ width=”500″ height=”281″ frameborder=”0″ webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>
Notes
About the Competition
Entrants to the competition must be over 18 years and reside in France at the time of entry. Full Terms and Conditions apply and can be found at www.ballantinesbarproject.fr.
About the Judging Panel
Simon Baldeyrou, CEO of Deezer
Simon Baldeyrou began his career as an investment banker, later going on to work in the world of sport; first as founder of two consultancies in marketing and finance for brands, sport clubs and sport federations, then as Finance Director of the Rugby World Cup 2007 Organizing Committee. He founded SBA Conseil, a specialist marketing consultancy, before being seduced by the power of Deezer, joining the company in September 2009 as COO of the Group. In June 2012, he was appointed CEO of Deezer in France.
Laura Leonard, Designer and Interior Architect
Laura began her career as a set designer for various TV shows, including the hugely popular reality TV show, Star Academy. She has created the sets on tours for popular musicians including Johnny Hallyday and Christophe Maé, as well as for numerous theatre productions in and around Paris. Furthermore, she has also been involved in the redesign of a number of Parisian bars and hotels, including Le Rosie, the popular bar owned by actor and socialite, Nicolas Ullman, and the renowned L’Hôtel du Temps.
Hirmane Abdoulhakime, Artistic Director of Le Chacha Club
Appointed Artistic Director of Le Chacha in February 2013, Hirmane Abdoulhakime has been responsible for reviving the venue and cementing its place on the Paris “must-go” list. He also founded “Trust the Buzz”; a platform used to identify future trends and showcase new talent, with events to date held in Paris, New York and Mexico.
Mathieu Deslandes, Marketing Director at Pernod Ricard
Mathieu Deslandes is Marketing Director of Pernod, the market company responsible for growing the Ballantine’s brand within France. With more than 20 years of marketing experience within the Pernod Ricard Group, both in France and internationally, Mathieu has worked across a number of premium and local products globally and locally, from Martell to Pastis. For Mathieu, innovation is a priority in all of its forms; from product innovation and consumption to consumer experience.
About Le Chacha Club
Le Chacha is situated in the heart of Paris’s first district, a key feature of the nightlife scene. A restaurant, bar and nightclub, the décor evokes a 1930s apartment with the various rooms lending themselves to a range of uses, from showrooms to fashion shoots and even music studios. The winner of The Bar Project by Ballantine’s will be given the opportunity to transform the first floor of Le Chacha; 45 square meters will be converted into a new look in line with the winner’s vision.
About Ballantine’s
Ballantine’s is the No. 1 Scotch whisky in Europe and the world’s No. 2 Scotch whisky by volume, and the range sells over 70 million bottles a year worldwide. Ballantine’s has won more than 120 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 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 Gin, The Glenlivet, Royal Salute, Aberlour, Plymouth gin, Longmorn, Scapa, 100 Pipers, Clan Campbell, Something Special and Passport.
For further information http://www.chivasbrothers.com/
