Introducing The Glenlivet Nàdurra Dram Chair

The Glenlivet has collaborated with designer Gareth Neal to create The Glenlivet Nàdurra Dram Chair, an outstanding piece of contemporary craft. Gareth Neal is an award-winning designer and furniture maker who creates remarkable pieces using natural materials. His style is rooted in exploring and redefining traditions which makes him our perfect choice to craft The Glenlivet Nàdurra Dram Chair.

The Dram Chair is designed to highlight the artisanal methods used to produce Nàdurra. Taking his influences from the 19th century processes, Gareth has crafted the chair entirely by hand using premium oak, copper and leather which echo the natural materials found in our distillery and Nàdurra casks.

The much anticipated full reveal of The Dram Chair takes place on 22nd October. In the meantime, enjoy our introductory film for a privileged peek at this exceptional collaboration inspired by the most natural expression.

Watch Gareth introduce The Glenlivet Nàdurra Dram Chair

Discover more about Gareth Neal

BEAM SUNTORY NAMES DAVID WILSON MANAGING DIRECTOR OF GLOBAL TRAVEL RETAIL

Madrid, Spain, October 9, 2014 – Beam Suntory Inc., one of the world’s leading spirits companies, has appointed David Wilson as Managing Director of Global Travel Retail. Wilson took up his new position Oct. 1, reporting to Albert Baladi, president of Beam Suntory’s Europe/Middle East/Africa (EMEA) region.

The announcement follows a strategic review of the global travel retail market segment by Beam Suntory leadership, which has resulted in a sharpened focus on developing and growing this dynamic and strategically important channel.

“Beam Suntory is now the No. 3 spirits company in the world, with an advantaged portfolio in key categories and an unmatched global premium whiskeys portfolio,” Baladi said. “We are committed to investing and growing our brands in the strategic travel retail channel. David brings proven leadership skills and expertise in premium brand building on a global stage, which will add real value to developing our vision.”

Wilson has held a number of senior marketing and commercial roles within the spirits industry during his career, most recently as Sales and Marketing Director of Morrison Bowmore Distillers (MBD), now part of the Beam Suntory family. David served in that position for the last five years, leading the strategic repositioning and strong growth of MBD’s single malt portfolio.

“I am delighted to be joining the Beam Suntory team at this time, to lead the next chapter for our GTR business,” Wilson added. “I have spent a significant part of my career building and growing premium brands and I very much look forward to working with our retail partners to develop our mutual businesses.”

BEAM SUNTORY PRESENTS PEATED MALTS OF DISTINCTION THE FULL SCALE OF PEAT

Beam Suntory is pleased to announce a newly named collection of high-quality whiskies from its award-winning distilleries across Scotland and Ireland. Peated Malts of Distinction features four peated malts including new expression The Ardmore Legacy as the entry point to the range, accompanied by Ireland’s Connemara Original, Islay’s Laphroaig Select and Bowmore Small Batch. 

The new portfolio capitalises on the company’s leading position in the category and will allow both the trade and consumers to explore an extensive variety of peat flavours and taste profiles. The portfolio launches at a buoyant time for the peated malts category which is experiencing 8%* growth rate in the EMEA region (CAGR 2011-2013).

Peated malts currently represent 17%* of total malt volume sales in EMEA, with Sweden (29%), Germany (25%) and The Netherlands (21%) accounting for over three quarters of peated malt sales in the region. 

The Ardmore Legacy is a new expression, aimed at challenging mainstream single malt brands, offering a lightly peated liquid that is sweet and uplifting. The launch coincides with a new identity and positioning for the brand. Appealing to whisky drinkers’ experimental nature, this malt offers an enticing new flavour made from unreleased unpeated Ardmore balanced with the traditional peated malt, which is markedly different from gentle Highland peat whiskies. The bottle boasts a new label and pack design that reflects the spirit of The Ardmore with a symbolic eagle and contour map of Kennethmont, the whisky’s home. The creative design was inspired by the instinctively fearless native golden eagle, soaring the highest heights and protecting the land. 

Lee Walker, EMEA Regional Brand Manager for Premium Malts, Beam Suntory, comments: “The peated malt category is a dynamic segment demonstrating strong growth. Beam Suntory has ambitious plans to utilise its expertise and product range to further innovate and expand the category. We’re in a unique position where we can offer drinkers a variety of taste experiences from gentle to rich peat, and we hope that this unique story will appeal to both novice and whisky enthusiasts the world over.”

Peated Malts of Distinction are available across the on and off-trade in global markets and will be supported by global marketing communication activities from October and continue for the run up to Christmas 2014. 

The Ardmore Legacy is available in the UK at RRP £29.99.

GIFT THE PERFECT DRAM THIS FESTIVE SEASON 

Looking for the perfect gift this Christmas? Whether your loved one is a whisky connoisseur or a newcomer, we have a portfolio of single malts to suit every taste.

Highland Park Dark Origins

Highland Park’s new core expression, Dark Origins, is the ideal gift for those long winter nights. Dark Origins offers a naturally dark, rich flavour with sherried spice, a chocolate twist and the signature sweet smoke that fans of the Orcadian elixir have come to know and love. Highland Park Dark Origins is available in select whisky retailers including Harrods (RRP £65). www.highlandpark.co.uk 

Laphroaig Select

Fans of Laphroaig’s trademark ‘peat reek’ will love the latest addition to the portfolio, Laphroaig Select. The new expression offers a deep, smoky taste yet surprises the palate with a gentle sweetness. Laphroaig Select is available in retailers including Morrisons, www.thewhiskyexchange.com and www.masterofmalt.com (RRP £34.99). www.laphroaig.com

The Macallan Gold

The first expression in The 1824 Series, The Macallan Gold, is the perfect gift for your loved one this Christmas. Showcasing the single malt’s natural colour, The Macallan Gold has notes of vanilla followed by dark chocolate, with lingering floral and light oak notes. The Macallan Gold is available in multiple retailers including Tesco, Waitrose, Sainsbury’s, Asda and Morrisons (RRP £37.63). www.themacallan.com

 Highland Park 12 Year Old

Highland Park 12 Year Old is the ideal dram for fans of flavour and the perfect accompaniment for your Christmas pudding this festive season. This single malt boasts a honey sweetness, followed by fruity notes with a hint of gentle smoke. Highland Park 12 Year Old is available at multiple retailers including Tesco, Waitrose, Sainsbury’s, Asda, Morrisons and Co-op (RRP £34.04). www.highlandpark.co.uk 

The Ardmore Legacy

The latest release from The Ardmore distillery, The Ardmore Legacy is the perfect introduction to peated single malt whisky. With notes of creamy vanilla, followed by smoky charcoal and savoury spices, it is the perfect winter warming dram. The Ardmore Legacy is available in retailers including Tesco and Morrisons (RRP £29.99). www.ardmorewhisky.com

Feisty Spirits Releases American Roots Whiskey

Millet whiskey is the newest addition to the Feisty Nectars series

FORT COLLINS, Colo. – Oct. 7, 2014 – Feisty Spirits, Fort Collins first distillery, today released American Roots, the newest addition to their Feisty Nectars series. This whiskey gets its name and flavor from a root tea that is infused into a whiskey made from millet.

“All of our flavored whiskeys in the Feisty Nectars series start with a smooth, mellow whiskey and are than infused with delicious flavors from natural ingredients,” said Jamison Gulden, co-founder of Feisty Spirits. “American Roots is flavored with root tea and has essences of root beer and chai with a hint of anise.”

American Roots is made from locally sourced millet grown at Golden Prairie in Nunn, Colo. Millet whiskeys have a strong nutmeg and allspice aroma, with wild flower notes. At first sip, this whiskey will be smooth and transition into a more saffront-like at the end. The hint of anise at the end of American Roots is a result of the millet. It is then aged for a short period of time in oak barrels.

American Roots is available today in the Feisty Spirits tasting room at 1708 E. Lincoln Ave Unit 1 Fort Collins, CO 80524. It is available in 750ml bottles for $43.

“The hint of anise, similar to that of liquorice and fennel combined with the chai make American Roots the ideal fall whiskey. Pour yourself a neat glass and curl up next to the fire,” said Gulden.

About Feisty Spirits
Feisty Spirits is Fort Collins’ first craft distillery and the original Still Rebels™. Their whiskey is created by artisans with a passion for hand-crafted small-batch distilling. They use natural and organic ingredients, and source locally whenever possible, to create inspired spirits worth drinking. At Feisty Spirits they enjoy showcasing the complexities of alternative grains and different flavor profiles, going outside the boundaries of tradition to create fresh, unique tasting whiskeys. For more information visit http://www.feistyspirits.com/.

BUFFALO TRACE DISTILLERY WINS FIVE TOP AWARDS

AT 2014 NEW YORK WORLD WINE & SPIRITS COMPETITION

Eagle Rare Single Barrel Received Double Gold and Named Best in Show 

FRANKFORT, Franklin County, Ky (Oct. 7, 2014) – Buffalo Trace Distillery received top marks at the 2014 New York World Wine & Spirits Competition, coming away with three double gold designations, a gold medal, and a best in show.

Eagle Rare Single Barrel Kentucky Straight Bourbon Whiskey received double gold and was named Best in Show Spirit Sweepstakes Winner for “Best Bourbon. Best Whiskey & Best Brown Goods.”

Also receiving double gold awards were Buffalo Trace Kentucky Straight Bourbon Whiskey and Blanton’s Single Barrel Kentucky Straight Bourbon.

Sazerac Straight Kentucky Rye Whiskey received Gold.

“These results are fantastic,” Harlen Wheatley, master distiller, said. “We are very pleased to have fared so well among so many other excellent spirits.”

The New York World Wine & Spirits Competition is one of the largest competitions for the retail beverage industry and has attracted top professional judges from broad spectrum of expertise. The competition is judged each year in New York City.

Complete results of the 2014 New York World Wine & Spirits Competition are available at www.nyworldwineandspiritscompetition.com.

About Buffalo Trace Distillery

Buffalo Trace Distillery is an American family-owned company based in Frankfort, Franklin County, Kentucky. The Distillery’s rich tradition dates back to 1786 and includes such legends as E.H. Taylor, Jr., George T. Stagg, Albert B. Blanton, Orville Schupp, and Elmer T. Lee.  Buffalo Trace Distillery is a fully operational Distillery producing bourbon, rye and vodka on site and is a National Historic Landmark as well as is listed on the National Register of Historic Places. The Distillery has won seven distillery titles since 2000 from such notable publications as Whisky Magazine, Whisky Advocate Magazine and Wine Enthusiast Magazine. It was named Whisky Magazine 2010 World Icons of Whisky “Whisky Visitor Attraction of the Year.” Buffalo Trace Distillery has also garnered more than 200 awards for its wide range of premium whiskies. To learn more about Buffalo Trace Distillery visit www.buffalotracedistillery.com.

LEADING AFRICAN DJ BLACK COFFEE INSPIRES WITH A UNIQUE MUSICAL EXPERIMENT FOR BALLANTINE’S 

Electronic music and vocal techniques collide in ‘Black Coffee’s Human Orchestra’, which sees inspiring DJ and Producer Black Coffee lead a 40-strong group of African vocalists to create a stunning voice-only recreation of his most famous electronic track, ‘Rock My World’

OCTOBER 2014: Ballantine’s, the world’s No 2 Scotch whisky, has launched an inspiring short film, ‘Black Coffee’s Human Orchestra’, created in collaboration with world-renowned African DJ and Producer, Black Coffee. The film is the latest in a series presented by Ballantine’s,  each of which has been shot around the world and features unique individuals who represent Ballantine’s global mantra, ‘Stay True, Leave an Impression’. Each film in the series, which can be seen at www.StayTrueStories.com, captures these individuals as they bring their own story to life, performing innovative, creative and artistic experiments centred around their passions, philosophies and talent.

The latest film, shot in and around Johannesburg (Soweto and Maboneng), illustrates Back Coffee’s passion, creativity and ‘Stay True’ spirit of continuous experimentation with music. The film opens with Black Coffee’s own back-story and beliefs around life, music and creation, before we see him assemble a group of vocalists from across Africa. The climax of the film is an experiment which defines Black Coffee’s ambition as an artist; an impressive feat to deconstruct one of his most famous electronic music productions, ‘Rock My World’, recreating it using only the vocal abilities of his 40 strong choir. 

About Black Coffee 

Hailing from Durban but now based in the creatively buzzing metropolis of Johannesburg, Black Coffee has been creatively involved in music since the age of two. From then, he has followed a path of musical experimentation via bands, jazz, music school (where a passion for production led him to copy his teacher’s studio key so he could experiment after hours) and latterly, as a club-filling DJ known for his modern and international take on the booming ‘Afropolitan’ house movement.

He is known for his passion in bringing people together and uniting them through music, participating in numerous projects and launching his own Foundation in support of social cohesion, raising funds through challenging himself with initiatives that include a marathon 60-hour DJ set. This philosophical belief developed during South Africa’s transition from the Apartheid regime; a period during which music had a united thread that helped to, and continues to, bring people together.

It is this sense of conviction to music and desire to innovate that truly define Black Coffee as the perfect representation of Ballantine’s mantra of ‘Stay True’. 

About Stay True Stories and StayTrueStories.com

Ballantine’s is engaged in a global journey to produce a series of films which feature personalities who serve as an embodiment of ‘Stay True, Leave an Impression’. ‘Black Coffee’s Human Orchestra’ follows on from films including ‘Kilian Martin’s Carmen’, featuring world leading freestyle skateboarder Kilian Martin and his unique take on Bizet’s Spanish set opera Carmen, ‘Ben Mead’s Art of Drumming’, which shows the London-based star of Ballantine’s global ‘Stay True’ TV campaign performing an exceptional experiment to visualise sound, and ‘The Whale Song’, featuring Chilean bassist, Juan Manuel Aguirre, as he takes to the sea in a rare experiment to capture the union of music and nature. Further films are currently in production across four continents and will be released throughout 2014 and 15.

These films can be found at www.StayTrueStories.com, an online hub which also launches today, collating the richest and most captivating stories from across the web, chosen as a result of their ability to inspire us to Stay True to our own courage and conviction. 

Black Coffee commented: “Musical experimentation and its power to bring people together is why I do what I do. When Ballantine’s asked me what my dream experiment would be, I wanted to set us the challenge to do something unique. To see the group of vocalists we put together from throughout Africa with each playing their own part, producing the final recreation of ‘Rock My World’ was an amazingly satisfying moment.” 

Peter Moore, Global Brand Director for Ballantine’s, commented: “Black Coffee is a true representation of what we mean by Stay True; someone who does what they do because they have to, because it’s inside them. We hope that both this film and others online at StayTrueStories.com, will inspire those watching to drive themselves forward in their own way, just as Black Coffee does himself.”

Notes

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 130 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.

www.ballantines.com 

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

PRODUCTION COMMENCES AT CHIVAS BROTHERS’

NEW SPEYSIDE MALT WHISKY DISTILLERY 

Chivas Brothers, the Scotch whisky and premium gin business of Pernod Ricard, has completed the construction of its new Speyside malt whisky distillery, reinforcing its long term growth prospects in the face of increased global demand for Scotch whisky. Production at the new distillery, commissioned by Chivas Brothers in 2012, will commence this month [October 2014].

Built using the latest innovations and environmental expertise such as heat recovery technology, the distillery is capable of producing up to 10 million litres of high quality Speyside style spirit per year to support the growing global demand for the bestselling blended whisky brands within Chivas Brothers’ portfolio, which includes Chivas Regal, Ballantine’s and Royal Salute.

The new distillery, which is Chivas Brothers’ 14^th operating malt whisky distillery, is named Dalmunach after the nearby pool in the River Spey on whose banks the distillery sits. It has already had a positive impact on the local economy with companies from the Speyside area heavily involved in the construction, while an additional eight permanent employees have joined the Chivas Brothers production team.

Every element of the distillery design, including the unique still shapes, has been geared to producing the very highest quality Speyside malt whisky with a rich, fruity character, a vital ingredient to the highest quality blended Scotch whiskies.

Laurent Lacassagne, Chairman and CEO of Chivas Brothers, comments: “As global demand for Scotch whisky increases year on year, our confidence in the long-term growth prospects for the category remains strong. The construction of the new Dalmunach distillery is a clear demonstration of our confidence and also of our commitment to invest to meet the significant growth potential.

“With their reputation for crafted excellence, our blended whiskies form a key part of the Chivas Brothers portfolio in both emerging economies and mature markets, so we believe the increased capacity which the new distillery will provide will help to drive the business forward in the years to come.”

The distillery architecture has been inspired by the shape of a sheaf of barley reflecting the core ingredient of single malt whisky. It houses eight unique copper pot stills, with a tulip shape used for the wash stills and an onion shape used for the spirit stills, replicating those from the Imperial distillery which was situated on the site until 2012. In a departure from distillery traditions, the stills have been positioned in a circular design that provides a unique aesthetic for the future.

Other original features from the previous distillery have been carefully incorporated to ensure a sense of heritage remains intact. Red brick from the original mill building has been reclaimed to create a feature wall in the new entrance area, and wood from the original washbacks has been used to form an entrance ‘drum’ and adorn the gable walls of the new tun room which contains 16 new stainless steel washbacks. A new 9.5m diameter mashtun has been installed which draws spring water for production from the site’s original distilling water sources.

Situated on the banks of the River Spey, the Dalmunach distillery will not be open to visitors but will be visible from the nearby Speyside Way walking trail. Great care has been taken to ensure the external façade of the distillery is in-keeping with its surrounding environment and the traditional architectural style of the region, thus providing an interesting and fitting new viewpoint for passers-by.

The construction of the distillery was managed from start to finish by Douglas Cruickshank, who stepped back from his role as Chivas Brothers’ Production Director last year to concentrate on the new build. The project is a fitting end to Cruickshank’s career prior to retirement which began at the age of 15 at the Imperial Distillery and has now come full circle as he restores distilling to the same location after a 16 year slumber.

Notes: 

Contractors employed during the construction of Dalmunach Distillery:

Company                                                                              Responsibility

Architects                                                                              Archial, Inverness

Robertsons Construction Northern ltd, Elgin                  Main contractor

WR Simmers, Keith                                                             Structural steel

Forsyths Ltd, Rothes                                                           Copper (stills, condensers, safes)

LH Stainless Ltd, Keith                                                       Process pipe work & vessels

Briggs of Burton Plc, Burton on Trent                              Mash tun

Advanced Electrics Ltd, Keith                                           Electrical installation (ex. still house)

John McNicol & Co, Glasgow                                           Electrical installation (still house)

Buhler Ltd, London                                                             Malt handling & milling equipment

Kerr Compressors Engineers Ltd, Glasgow                  Compressed air equipment

Cochrane Ltd, Annan                                                         Steam boilers

McCormacks, Rothes                                                         Scaffolding

Blyth & Blyth, Glasgow                                                       Civil Engineers 

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

IRISH DISTILLERS WELCOMES THE PUBLIC TO THE IRISH WHISKEY ACADEMY  

Irish Distillers Pernod Ricard is opening the doors to its acclaimed Irish Whiskey Academy to the general public for the first time, with in-depth courses available to spirits enthusiasts from December this year. 

The Irish Whiskey Academy, which was unveiled to the trade in September 2013, aims to improve understanding about the quality and provenance of Irish whiskey by teaching visitors about all aspects of the production process, the flavour profile of the different styles available and the category’s rich and colourful history. 

A range of courses are available depending on the individual’s level of knowledge, with the first ‘Enthusiasts’ course taking place between 1^st – 2^nd December 2014. Led by David McCabe, Irish Distillers’ International Whiskey Ambassador and first Academy Tutor, participants will have the opportunity to meet some of the distillery team, learn about brewing, fermentation, distillation and blending, watch a live cooperage demonstration and enjoy a tutored whiskey tasting with one of the production Masters.  As part of the package, participants will stay in five star accommodation, visit one of the area’s finest restaurants and at the end of the course, they will receive a personalised bottle of Irish whiskey. The two-day course can be booked online at www.irishwhiskeyacademy.com and costs €1,199. 

One-day ‘Discoverer’ courses, for those who have minimal knowledge about Irish whiskeys but want to learn more, are available from February 2015 while four-hour afternoon courses are available from November this year. Bookings for all courses can be made online at www.irishwhiskeyacademy.com now. 

Courses will be tailored to focus on specific brands within Irish Distillers’ family of whiskeys, which includes Jameson, the world’s favourite Irish whiskey, and the much-acclaimed brands that comprise Irish Distillers’ Prestige Collection, including the Single Pot Still Whiskeys of Midleton such as Green Spot and Redbreast, and the pinnacle of the Prestige Collection, Midleton Very Rare. 

The Irish Whiskey Academy is the latest initiative from Irish Distillers as it continues its commitment to sustain growth of the Irish whiskey category worldwide. 

David Byrne, Head of Brand Education & Visitor Centres at Irish Distillers Pernod Ricard, said: “After years of planning, we’re delighted to finally be welcoming whiskey fans from around the world to the Irish Whiskey Academy in Midleton, the home of Irish Distillers. As the first of its kind, the Academy heralds a new era of knowledge and understanding of Irish whiskey and we look forward to welcoming people to Midleton and helping them to discover the heritage and unique flavour profile that Irish whiskeys have to offer.” 

Simon Fay, International Marketing Director at Irish Distillers Pernod Ricard since July 2014, added: “The opening of the Irish Whiskey Academy represents a proud moment for the Irish Whiskey category, and for Irish Distillers and Pernod Ricard in particular. The company has been largely responsible for the resurgence and dynamic global growth of the Irish whiskey category in the last two decades and we’re fully committed to continuing this growth. The opening of the Irish Whiskey Academy is a clear demonstration of both our confidence in the future of Irish whiskey and our commitment to driving sustainable category growth through investment and innovation, and we’re hopeful that it will prove to be popular with spirits fans and trade professionals alike the world over.” 

NOTES 

About Irish Distillers Pernod Ricard

Irish Distillers Group was formed in 1966, when a merger took place between Irish whiskey distillers, John Power & Son, John Jameson & Son and the Cork Distillery Company. In an attempt to reverse the decline in Irish whiskey sales, the board of directors decided to close the existing distilleries in Cork and Dublin, and to consolidate production at a new purpose-built facility.
 
A site alongside the existing distillery in Midleton, Co. Cork was chosen as the location for the new distillery, as there was no room for expansion in Dublin. Both the Old Jameson Distillery and the Old Midleton Distillery currently operate as visitor centres attracting over 330,000 visitors annually. Following an early unsolicited takeover offer and one of the most protracted battles in Irish corporate history made by GrandMet, Allied-Lyons and Guinness, Irish Distillers was taken over by Pernod Ricard in June 1988 with the support of the management and employees.  

Irish whiskey brands within the Irish Distillers’ portfolio include Jameson, Paddy and Powers, with Single Pot Still brands, Green Spot, Yellow Spot, Redbreast and the much-revered Midleton, which includes prestigious expressions such as Midleton Barry Crockett Legacy and Midleton Very Rare. 

www.irishdistillers.ie 

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

Ballantine’s Scotch Whisky Presents ‘Black Coffee’s Human Orchestra’: the Latest Instalment in the Global ‘Stay True Stories’ Campaign

Electronic music and vocal techniques collide in ‘Black Coffee’s Human Orchestra’, a unique film which sees inspiring South African DJ and Producer Black Coffee lead a 40-strong group of African vocalists to create a stunning voice-only recreation of his most famous electronic track, ‘Rock My World’.

Africa’s leading DJ, Black Coffee, features in the film which is being premiered globally with Hypebeast.com. The film will also appear in a major South African mixed media advertising campaign, implemented to communicate Ballantine’s global brand mantra, ‘Stay True, Leave An Impression’

Also launching today is StayTrueStories.com – a digital home for inspirational content produced by Ballantine’s around the globe, as well as from the wider web

OCTOBER 2014: Ballantine’s, the world’s No 2 Scotch whisky, today launches an inspiring short film ‘Black Coffee’s Human Orchestra’ and supporting marketing campaign, created in collaboration with world-renowned African DJ and Producer, Black Coffee. The film is the latest of a series presented by Ballantine’s, each of which has been shot around the world and features unique individuals who represent Ballantine’s global mantra, ‘Stay True, Leave an Impression’. Each film in the series, which can be seen at www.StayTrueStories.com, captures these individuals as they bring their own story to life, performing innovative, creative and artistic experiments centred around their passions, philosophies and talent.

About Stay True Stories
The ‘Stay True Stories’ campaign, produced by M&C Saatchi Sport & Entertainment London and M&C Saatchi London, is intended to drive deep and targeted consumer engagement around the world. Ballantine’s global and local social media channels, in addition to Black Coffee’s (which have nearly 1.5m cumulative followers), will be utilised to drive views and engagement with the film, with a substantial online media campaign managed by Vizeum. In addition, Black Coffee will participate in a series of media interviews to support the campaign, including with the campaign’s media partner Hypebeast.com, the world’s leading cultural trends site. Future campaigns are in production across three continents and will appear between now and June 2015.

About ‘Black Coffee’s Human Orchestra’
The film, directed by Novemba (Cap Gun Collective) and shot in and around Johannesburg (Soweto and Maboneng), illustrates Back Coffee’s passion, creativity and ‘Stay True’ spirit of continuous experimentation with music. The film opens with Black Coffee’s own back-story and beliefs around life, music and creation, before we see him assemble a group of individual and talented vocalists from across Africa. The climax of the film is an experiment which defines Black Coffee’s ambition as an artist; an impressive feat to deconstruct one of his most famous electronic music productions, ‘Rock My World’, recreating it using only the vocal abilities of his 40-strong group, put together especially for the film.

This film, along with others in the series, can be found at StayTrueStories.com, an online hub which also launches today, collating the richest and most captivating stories from across the web, chosen as a result of their ability to inspire us to Stay True to our own courage and conviction.

Previous film content includes ‘Kilian Martin’s Carmen’, featuring world leading freestyle skateboarder Kilian Martin and his unique take on Bizet’s Spanish set opera Carmen, ‘Ben Mead’s Art of Drumming’, which shows the London-based star of Ballantine’s global ‘Stay True’ TV campaign performing a unique experiment to visualise sound, and ‘The Whale Song’, featuring Chilean bassist, Juan Manuel Aguirre, as he takes to the sea in a unique experiment to capture the union of music and nature.

South African Advertising Campaign
In South Africa where Black Coffee is a household name, he will feature in a nine month advertising campaign across posters, billboards and in print, as well as below-the-line in on-trade venues which utilise his inspirational reputation to communicate ‘Stay True, Leave an Impression’. South Africa is a high-growth market for the brand, and this campaign is intended to drive awareness and affinity for the brand locally.

Peter Moore, Global Brand Director for Ballantine’s, commented: “The Stay True Stories series is proving to be a multi layered and effective way of communicating what Ballantine’s stands for globally, in a way that is both entertaining and unique. Through extensive collaboration with the protagonists of the films, we have ensured that they are rooted in our global brand positioning of ‘Stay True, Leave An Impression’, inspiring consumers to do just that.

Whilst the campaign is, from a global perspective, mostly digitally focussed, extending our association with Black Coffee into advertising in South Africa will serve to make even more impact in such a key market for us going forwards.”

Black Coffee commented: “Musical experimentation and its power to bring people together is why I do what I do. When Ballantine’s asked me what my dream experiment would be, I wanted to set us the challenge to do something unique. To see the group of vocalists we put together from throughout Africa with each playing their own part, producing the final recreation of ‘Rock My World’ was an amazingly satisfying moment.”

Notes

About Ballantine’s

– See more at: http://www.chivasbrothers.com/newsroom/news-area/news-detail.aspx?newsId=17137#sthash.vbz3QU8l.dpuf