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Pernod Ricard launches online Ballantine's "experiment"

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Pernod Ricard has launched a live social media scanner that tells consumers where and how people are drinking Ballantine's blended Scotch.

The website collates hashtags, Tweets and filters

The website collates hashtags, Tweets and filters

Ballantineslive.com uses data generated from the hashtags, filters and locations of Ballantine's drinkers and collates it online. Pernod said the “unique social experiment” will educate consumers about the brand's qualities and bring young adults into the blended Scotch category. 

The company also claims the website can define whether the posts are typical of either a Ballantine’s Finest or 12 Year Old occasion and will display comments for each side-by-side. Pernod said this will encourage Ballantine’s Finest drinkers to trade up to the 12-year-old expression.

Last month, Pernod launched a 40-year-old Ballantine's into Asian Travel Retail.


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