BALLANTINE’S ANNOUNCES THE WINNER OF THE BAR PROJECT 

“L’Epicerie”, a grocery-themed bar designed by Moroccan-born Abderrahim El Afsar, will be brought to life by Ballantine’s in the heart of Paris this autumn

Ballantine’s, the world’s No 2 Scotch whisky, today announced the winner of The Bar Project; an innovative and entrepreneurial challenge that took place in France earlier this year, offering consumers the unique opportunity to devise a concept for their own dream bar.  The Bar Project by Ballantine’s saw more than 100 bar concepts submitted – via Facebook – by the French public. A jury including Simon Baldeyrou, CEO of Deezer in France and Laura Leonard, a renowned interior designer, selected their top three entries, which were then put to the public vote, with “L’Epicerie” achieving almost 50% of the overall votes cast.  

The winner of the challenge, as voted for by the public, is Abderrahim El Afsar – more commonly known as “Abdou” –  whose Moroccan-inspired, grocery-themed bar concept will now be brought to life by Ballantine’s this September, within famous Parisian club “Le Chacha”. 

Abdou’s unique cocktail bar concept “L’Epicerie” enables the customer to select their own fruits, vegetables, herbs and spices, with these ingredients then forming the base of their own sophisticated and delicious cocktail. Infused with plants, spice jars, fruit baskets and bouquets of fresh herbs, “L’Epicerie” evokes the sense of a Moroccan ‘night food market’. Customers will be able to browse the bar’s inviting shelves, filling their shopping basket with the finest ingredients of their choice. The experienced mixologists behind the bar will then create an innovative whisky cocktail with these ingredients, selecting the most appropriate expression from the Ballantine’s range to match, which customers will be able to drink around the large host table that forms the centrepiece of the bar. 

Abdou El Asfari, the winning designer of this impressive concept, was born in Morocco and went on to become Head Bartender at several well-known bars in the country. He moved to France in 2013 to continue to practise his passion in luxury hotels and at private parties, always staying true to his Moroccan roots and taking inspiration from the country’s opulent spices, fresh fruits and vegetables. 

Abdou commented: “I have always dreamed of creating my own bar and, thanks to The Bar Project by Ballantine’s, it’s finally come true. I have learned so much through the whole experience, and I can’t wait until the grand opening of my bar this September!” 

Peter Moore, Global Brand Director for Ballantine’s, added: “The Bar Project has been a hugely successful pilot initiative for Ballantine’s in France, and we were pleased to see such high quality entries from across the country. L’Epicerie is a hugely innovative concept and one that reflects Abdou’s own Moroccan heritage and back-story. We hope to now see some of our other Ballantine’s markets continuing the success of the campaign and launching The Bar Project in their own country, giving our customers around the world the chance to participate.” 

“L’Epicerie” will open its doors to the public on the 4^th September 2014, on the first floor of Le Chacha, situated in Paris’s first district. 

For more information about The Bar Project by Ballantine’s, visit www.ballantinesbarproject.fr. 

Notes

About The Bar Project by Ballantine’s:

The Bar Project by Ballantine’s launched in France in February 2014, offering French consumers the chance to create the bar of their dreams, with the winning design to be brought to life by Ballantine’s for a limited period in the heart of Paris. More than 100 designs were submitted, which were then reviewed by a panel of experts; Simon Baldeyrou, CEO of Deezer France, Laura Leonard, renowned interior designer, Hirmane Abdoulhakime, Artisitic Director of Le Chacha Club and Mathieu Deslandes, Marketing Director of Pernod. Three finalists were chosen – “L’Epicerie”, “The Charlatan” and “Ball Cocktail” – and were put to the public vote, with “L’Epicerie” being crowned the overall winner. Ballantine’s will now work with the winning designer, Abdou El Asfari, to bring his design to life for a limited period in Le Chacha Club. The bar will officially open to the public on the 4^th September 2014. 

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.