Ballantine’s, the No. 2 Scotch whisky in the world, has unveiled an innovative new gift pack for its Ballantine’s 12 Year Old expression, which will be available to the off-trade around the world throughout the festive season.
The new limited edition pack – which contains a bottle of Ballantine’s 12 – invites whisky enthusiasts to celebrate the authenticity and originality of traditionally printed books, mirroring the authenticity of the spirit that is housed inside.
Using slight variations of the iconic Ballantine’s blue, the new pack challenges customers to look closely and discover four hardback books nestled together on a bookshelf. Each book relates to the history of Ballantine’s 12, and text has been applied horizontally and vertically across the pack to enhance its realistic appearance and on-shelf appeal. The sides, rear and lid of the pack all contribute to its visual effect, while the overall finish and embossing of the spine adds a tactile experience.
To generate customer engagement, the limited edition can be brought to life in local markets via a series of dynamic marketing initiatives, including print and online advertising, social media campaigns and in-store displays.
Peter Moore, Global Brand Director for Ballantine’s commented: “This year, we have created a limited edition for Ballantine’s 12 that echoes the authenticity and originality of the whisky blend inside. The festive period is notoriously competitive and, with this innovative and eye-catching design, we are offering retailers an opportunity to achieve stand out on-shelf. We hope that whisky fans all over the world will enjoy this unique collectible”.
The gift packs, which have been designed for the 70cl and 75cl bottles, are available now from 28 markets around the world, including Portugal, Chile, Thailand and Sub-Sahara Africa. The creative design has already started winning awards for Ballantine’s 12, with a Gold Award recently achieved at The Canmaker Magazine ‘Cans of the Year’ Awards; internationally renowned for celebrating, promoting and rewarding the huge amount of innovative work that takes place within the metal packaging industry each year.
Jeffrey Dale Starr is a whisky enthusiast, oil painter, and owner of mobile software company Purple Falcon.
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