Ballantine’s 12yo gets makeover

Nicole Mezzasalma

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The new image is part of owner Chivas Brothers’ strategic investment plan to rejuvenate the brand

Pernod Ricard subsidiary Chivas Brothers is to relaunch its Ballantine’s 12yo Scotch whisky with a new image as part of a strategic investment plan to increase the brand’s appeal to customers in their early thirties. Chivas claims the new packaging gives the brand one consistent global identity and aims to help the company move the product up the global volume rankings in the premium whisky category. Ballantine’s is the third best-selling Scotch whisky in global travel-retail, according to IWSR figures from 2006.

Chivas Brothers regional director Robin Johnston said: “Until now, Ballantine’s 12yo 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 12yo 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 revamped Ballantine’s 12yo will be available in global travel-retail from March 2008 at a premium price point, and its launch will be supported by an integrated marketing drive focused on the brand’s “Leave an Impression” advertising campaign.