Ballantine´s unveils new look 12 year old as part of brand growth plan
Ballantine’s, the world’s No.2 range of aged blended Scotch whiskies, has unveiled a brand new positioning and look for its 12 Year Old, as part of Chivas Brothers’ major strategic investment plan to rejuvenate the brand.
The new packaging gives the brand one consistent global identity and is part of the company’s drive to move the product up the global volume rankings of the premium whisky category.
The new Ballantine’s 12 Year Old will be available internationally from October 2007 at a premium price point to vie with its key global 12 Year Old competitors. The launch will be supported by an integrated marketing campaign focused on Ballantine’s new impactful “Leave an Impression” advertising platform and will communicate Ballantine’s 12 Year Old’s own way of leaving an impression.
Peter Moore, Global Brand Director for Ballantine’s, said: “The new livery and support package for Ballantine’s 12 Year Old is a vital part of our rejuvenation plans for Ballantine’s. 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 look Ballantine’s 12 Year Old is aimed at premium whisky drinkers in their early thirties who are looking for a discerning yet accessible whisky with contemporary relevance. The 12 Year Old is seen as an important bridge in the range – in the Americas and Europe it provides consumers with a premium trade up from Finest and in Asia it provides the all important entry point into the extensive aged Ballantine’s range. The new 12 Year Old packaging is in keeping with the Ballantine’s family trademark look and the quality and authenticity of the brand’s heritage, whilst also managing to have its own distinct appeal and premium cues.
Chivas Brothers’ three year vision is for Ballantine’s 12 Year Old to join Chivas Regal in the top three global rankings of premium blended Scotch.
Ballantine’s has consistently won plaudits for crafting blended Scotch whiskies of perfect balance and rare harmony. This year Ballantine’s 12 Year Old was awarded a gold medal at the San Francisco World Spirits Competition, the largest spirits competition in the US.
With the new look Ballantine’s 12 Year Old, the Ballantine’s range – Finest, 17 Year Old, 21 Year Old and 30 Year Old – now offers a relevant product to satisfy the needs of every type of consumer, from entry level whisky drinkers up to drinkers who are seeking rarity and exclusivity.
