GLOBAL: Ballantine’s makes ‘impressive’ investment

Most popular

Campari faces familiar troubles - analysis

Why 'disaster' is no hyperbole for French wine

How A-B InBev's Brito changed the drinks industry

COVID prompts spirits RTD tsunami - comment

Will 2020 see Campari Group back on the M&A hunt?


Chivas Brothers has launched an extensive campaign to promote its entire Ballantine's Scotch whisky range internationally.

The Pernod Ricard-owned company said yesterday (16 May) that it is investing EUR40m (US$54m) in the global positioning of its Ballantine's range and aims to take the outright number two volume position in the world Scotch whisky league.

The campaign, entitled 'Leave an Impression,' involves television, cinema, print and poster advertising as well as on-trade promotions and sponsorship. At the same time, Chivas will launch a new website for the brand at

"What we found when we looked at Ballantine's was that it had a variety of positions in different markets," said Peter Moore, brand director for Ballantine's Finest and 12YO. "To some extent it had fragmented a bit. The net result was that it didn't feel like one family of Ballantine's, but a series of different brands and we didn't think that was appropriate. We wanted the brand to leave an impression."

The worldwide campaign will kick off in Germany, Brazil, Spain and Australia before rolling out to potentially 60 markets, according to Chivas. The campaign will be supported by a redesign of the brand's packaging, offering one global pack identity.

"Ballantine's has had a bit of a chequered history," Moore concluded. "It has never been quite sure what it actually was and the packs have been quite different. In some markets you'll even find two of them. We think the new design is understated, but stylish."

Related Content

Ballantine's goes global with latest marketing campaign - video

Ballantine's goes global with latest marketing campaign - video...

"It's okay to fail, but do it fast and do it cheap" - just-drinks speaks to Atom Labs global head of...

Diageo joins Scotch whisky chase for new drinkers with global Johnnie Walker push - just-drinks comments

Diageo joins Scotch whisky chase for new drinkers with global Johnnie Walker push - just-drinks comm...

"There will be a reframing of consumers' creativity around this year's socialising" - just-drinks s...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..

Forgot your password?