More prestigious look for Ballantine’s best

Chivas Brothers has given its Ballantine’s prestige range of Scotch whiskies a new look. The revised packaging, which will appear on shelf first in Asia Duty Free, includes Ballantine’s 17, 21 and 30 Year Old blends.

The 17 and 21 YOs feature an embossed George Ballantine seal and signature for a more personalised effect, parchment style labels to reinforce the brand’s authenticity, and champagne foiled slip labels to add an element of modernity and uniqueness.

The double thickness presentation cartons feature cleaner, clearer print as well as more super premium cues such as dual tone gold effects and textured embossing to ensure enhanced brand stand out.

Ballantine’s 30 YO has a new taller, tapered bottle with a heavier base, embossed branding, a copper plaque and a cork stopper to reinforce its ultra premium status and high price.

The wooden case in which the bottle is presented mirrors the barrels used in the ageing process while a copper plaque represents the copper distillation stills

Peter Moore, global brand director, Ballantine’s comments: “With a proud heritage that dates back to 1827, it was very important for us to create a new look for Ballantine’s prestige range that not only increases its luxury credentials, but also maintains the authenticity and flair that has historically underpinned the brand.

“The new look, which we are proud to be rolling out to our key markets from June, starting with Asia Duty Free, perfectly reflects both these elements, and we are confident that our consumers around the world will be inspired by it”.

June 2010