Updated look for Ballantine’s Finest whisky

Ballantine’s Scotch whisky, owned by Chivas Brothers, the Scotch whisky and premium gin business of Pernod Ricard, has a bold new-look for its Finest expression designed to attract a modern generation of whisky drinkers.

The new bottle will begin appearing in markets from this month (July) and embraces traditional Ballantine’s attributes while becoming more contemporary in style.

With design elements including a chevron-shaped label that echoes the wings of the historic Finest label, the new look gives the bottle a more dynamic, eye-catching look on shelf. Premium quality cues have been enhanced through a more prominent positioning of the brand’s crest – the exclusive Ballantine’s Grant of Arms – and a simplification of the Ballantine’s seal, which amplifies the Ballantine’s ‘B’. ‘Finest’ also now features in a more premium gold colouring.

The Ballantine’s Finest carton will also reflect and emphasise the key features of the bottle; the chevron label, enhanced ‘B’ and the Ballantine’s crest. The bottle will retain its rectangular shape, for which it is known, but it has been given more angular shoulders, resulting in a sharper, ‘prouder’ look.

The overall result is a more contemporary design that stays true to the brands original packaging, building on and enhancing its most familiar elements, which have led to its position as one of the most consistent and recognisable brands in the world.

Peter Moore, Ballantine’s global brand director, comments: “The Ballantine’s Finest bottle has changed very little over the years, but we recognised a need for the look to be updated, given Ballantine’s credentials as a famous brand that leaves an impression. We wanted to ensure that our new design stayed true to our proud heritage and identified with our loyal customers, whilst also being seen as a contemporary, vibrant brand, and we’re delighted with the final result.

“The new bottle performed very well in consumer research tests* within our key markets and outperformed our highest expectations. It was acknowledged by those tested as being confident and modern without losing its heritage and quality cues, so we hope that this and our exciting marketing activities will translate into further success for Ballantine’s and will continue to engage people across the world.”

The new Finest range will be available in a wide range of sizes and formats and will be accompanied by a teaser ATL campaign. The ATL campaign contains two routes, with one focusing on the brand’s quality, consistency and originality under the strapline ‘Always Original Since 1827’. The second route is more product focused with the strapline ‘New Bottle, Same Great Taste’.

An extensive range of point-of-sale materials has also been produced for Ballantine’s customers, including shelf talkers, neck tags, tent cards and cocktail cards, which will be available in bars and restaurants, encouraging customers to make Ballantine’s Finest cocktails at home.

The new bottle also introduces Ballantine’s new global marketing campaign “Stay True, Leave an Impression”, which acts as a reminder to the customer that acting with self-belief is what will leave a genuine, authentic and positive impression. The line will feature on all brand communications across all product variants, but with different features and nuances to reflect the range of products and varying customer groups.

*Incite research, 400 interviews during 2012. Research was conducted amongst some of Ballantine’s key markets, with the new packaging design outperforming highest expectations. It was acknowledged by customers as being confident and modern, without losing its heritage and quality cues. Furthermore, consumers asked believe that the new pack has the potential to be ‘iconic’. Specifically in Spain, one of the markets used for research purposes, the results were some of the best that research agency, Incite Research, has seen for new packaging.

1 July 2013 - Felicity Murray