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Ballantine's gift packs create shelf standout

Ballantine’s Scotch whiskies have new gift packaging, which will be available to the off-trade around the world throughout the festive season.

A limited edition pack for Ballantine’s 12 Year Old expression invites the consumer to celebrate the authenticity and originality of traditionally printed books, mirroring the authenticity of the spirit housed inside; while for Ballantine’s Finest, two new contemporary limited-edition designs have been created - a gift zip pack and a gift tin.   

Using slight variations of the Ballantine’s brand colour blue, the Ballantine’s 12 bottle is contained in a metal box that resembles four hardback books nestled together on a bookshelf. Each book relates to the history of Ballantine’s 12, and text has been applied horizontally and vertically across the pack to enhance its realistic appearance and on-shelf appeal. The sides, rear and lid of the pack all contribute to its visual effect, while the overall finish and embossing of the spine adds a tactile experience.

The zip pack is expected to appeal to younger whisky drinkers, thanks to its contemporary design and novel form, using high density nylon material for a premium feel. The pack is unmistakeably Ballantine’s, with the brand’s chevron label shape, its crest and ‘B’ signifier featuring prominently on the front of the pack.

Designed to be an evolution of the new, understated gift tin unveiled in 2012, the 2013 version uses a ribbon design to evoke the association with gifting and a wrap-around feature that also mirrors the back of the tin. Lined up, the design is creates a strong merchandising display feature.

Peter Moore, global brand director for Ballantine’s comments: “The festive period is notoriously competitive and, with these innovative and eye-catching designs, we are offering retailers an opportunity to achieve stand out on-shelf. We hope that whisky fans all over the world will enjoy these unique collectibles.

“Our aim is always to stay true to Ballantine’s heritage, whilst simultaneously reflecting its contemporary relevance, and we feel the new gift packs do exactly that. With the recent launch of our Stay True campaign, now is an exciting time for Ballantine’s and we’re confident that these innovative designs will reinforce our positioning, resonate with our existing customers, while also attracting new and younger consumers to the brand.”

The Ballantine’s 12 gift packs, which have been designed for the 70cl and 75cl bottles, are available in 28 markets, including Portugal, Chile, Thailand and Sub-Sahara Africa. The creative design has already received a Gold Award for innovation within the metal packaging industry.

The Ballantine’s Finest packs will be available in key global markets, including Brazil, Russia, China, Poland and Spain, from December 2013.

21 November 2013 - Felicity Murray The Drinks Report, editor