BALLANTINE’S LAUNCHES ‘W’ THE WORLD’S FIRST WHISKY MAGAZINE ON SOCIAL MEDIA PLATFORM, INSTAGRAM

Ballantine’s, Europe’s No.1 Scotch whisky and the No.2 Scotch whisky in the world, has today launched the world’s first digital whisky magazine hosted exclusively on Instagram. Adapting traditional magazine publishing for the social media platform, the Ballantine’s Insta-zine has been specially created to appeal to modern whisky drinkers, design and tech enthusiasts, and pop-culture fans.

The Ballantine’s Insta-zine is accessible from the @Ballantines_Official Instagram account. Users land on the Insta-zine’s contents page – a mosaic-style grid of Instagram posts – from where they can navigate between articles published on @W_IssueONE by tapping on individual image posts. The smart functionality and creative use of the social media platform demonstrates Ballantine’s commitment to staying true to its values of innovation and leadership since it was created 180 years ago by George Ballantine.

The Ballantine’s Insta-zine explores the current whisky zeitgeist and is comprised of three articles: The Women Shaping Whisky, The Rise of Bitter Drinks, and Did the Sims Introduce Mixology to the Masses? In the first, Ballantine’s interviews three women changing the face of modern whisky, while The Rise of Bitter Drinks visually explores cocktails with a bitter taste profile and features some of Ballantine’s own signature serves. The third article delves into the surprising link between mixology and the popular Sims game, exploring whether the craft of bartending has influenced the way consumers drink cocktails today.

Peter Moore, Ballantine’s Global Brand Director, commented: “Ballantine’s has become renowned for its dynamic and engaging marketing initiatives and we are very excited to add the Ballantine’s Insta-zine to our list of innovations. We are confident that the concept and the content of the Ballantine’s Insta-zine will excite whisky, design and pop-culture enthusiasts alike as we continue to bring the proud heritage of our whisky into a dynamic digital future.”
Follow @Ballantines_Official on Instagram to read the full Insta-zine today.

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 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.
www.chivasbrothers.com

@ChivasNewsRoom

About Pernod Ricard
Pernod Ricard is the world’s co-leader in wines and spirits with consolidated sales of €7,945 million in 2013/14. 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 & Spirit (2008). Pernod Ricard holds one of the most prestigious brand portfolios in the sector and employs a workforce of approximately 18,000 people, operating through a decentralized organization 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 the NYSE Euronext exchange (Ticker: RI; ISIN code: FR0000120693) and is a member of the CAC 40 index.
www.pernod-ricard.com