Blog: Blend it like Ballantine's? Pernod offers travellers interactive 'experience'
James Wilmore | 2 January 2015
The Ballantines Blending Experience at Charles De Gaulle airport
With Travel Retail becoming increasingly important to drinks firms it's no surprise that the means to attract consumers are becoming more sophisticated.
Enter stage left, the latest wheeze from Pernod Ricard around its Ballantine's blended Scotch whisky brand. At Paris' Charles De Gaulle airport, the company is giving travellers the chance to assume the role of master blender as part of an "interactive blending experience". During the "experience" punters also get to taste a dram.
Charles De Gaulle appears to be a particular hotbed in Europe for alcohol companies, with Moët Hennessy having opened its own bespoke store at the airport last October.
The 'Ballantine’s Blending Experience' pop-up runs until 19 January at Charles De Gaulle before rolling out across Aelia stores in Charles de Gaulle Terminal 2 S4 next month and Warsaw Chopin Airport in March.
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