Chivas Brothers has repositioned the Ballantine's 12 Year Old, as part of its strategic investment plan to "rejuvenate the brand".

Chivas Brothers, the Scotch and gin arm of Pernod Ricard, said yesterday (28 February) that the new packaging will give the Ballantine's brand a consistent global identity in an attempt to raise its positioning within global volume rankings after it had "struggled with its identity" due to previous "inconsistent packs".

The newly repositioned Ballantine's 12 Year Old, which will be launched into global travel retail at a premium price point next month, will be supported by an integrated marketing campaign focused on its 'Leave an Impression' advertising, the company said.

Chivas Brothers regional director Robin Johnston said: "The new livery and support package for Ballantine's 12 Year Old is a vital part of our rejuvenation plans for Ballantine's. We are confident this new look gives Ballantine's 12 Year Old the status it rightfully deserves as a key member of the most comprehensive aged range of blended whisky."

The new look Ballantine's 12 Year Old will target "premium whisky drinkers in their early thirties who are looking for a discerning yet accessible whisky with contemporary relevance".

Chivas Brothers' three-year vision is for Ballantine's 12 Year Old to join Chivas Regal in the top three global rankings of premium blended Scotch, the company said.