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UK: Pernod Ricard prepares global revamp for Ballantine's

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Pernod Ricard has lined up a revamp of its Ballantine's 12 Year Old blended Scotch.

Chivas Brothers, the Pernod unit which operates Ballantine's, unveiled the new look packaging for the whisky in London today (12 October). The move is part of a plan to move the product up the global volume rankings of the premium whisky category, the unit said.

"The new livery and support package for Ballantine's 12 Year Old is a vital part of our rejuvenation plans for Ballantine's," said Peter Moore, Ballantine's global brand director. "Until now, Ballantine's 12 Year Old has struggled with its identity and had several inconsistent packs which were inherited when Chivas Brothers acquired the brand from Allied Domecq in 2005.

"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. It also gives Chivas Brothers another strong brand, in addition to Chivas Regal, with which to compete in the premium blended Scotch category."

The new packaging will be available internationally from October.


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