Ballantine’s Launches 2013 Christmas Reserve Limited Edition
Ballantine’s Christmas Reserve doubles in volume since 2010 launch
Ballantine’s, the world’s No.2 Scotch whisky, has announced the launch of its fourth Christmas Reserve Limited Edition, with 2013 sales volumes standing at double those of 2010 and the festive blend available in 15 markets worldwide.
Ballantine’s is supporting the launch of the 2013 Limited Edition with its biggest-ever integrated marketing campaign. ‘The Taste of Christmas’ aims to maximise awareness and boost sales in countries where Ballantine’s Christmas Reserve has previously been available, as well as helping to create demand in new markets, educating customers and engaging them with the drink.
The campaign communicates the blend’s signature festive characteristics and captures the sensory experience of its seven tasting notes – ginger, moist raisin fruitcake, ripe pears, sweet candy apples, caramel toffee, tangy orange and liquorish root – highlighting the specificity of the Ballantine’s Christmas Reserve as a blend to be enjoyed during the festive season.
The Taste of Christmas will be brought to life with a print and digital advertising campaign which uses iconic illustrations of the tasting notes, and on and off-trade activities. A Facebook App, ‘Discover Your Taste of Christmas,’ has also been developed, allowing customers to select their preferred taste sensations and favoured Christmas elements, resulting in a recommendation of the ideal Christmas Reserve serve for them.
Ballantine’s has also developed a signature serve for 2013, the ‘Ballantine’s Christmas Reserve Cinnamon Sleigh’, which is a deliciously warming drink that uses cinnamon to underline the blend’s fruity depths.
Peter Moore, Global Brand Director for Ballantine’s, said: “It’s an ongoing challenge for retailers to achieve visibility during the Christmas season, so we’re thrilled to be supporting the launch of Ballantine’s Christmas Reserve with a comprehensive marketing campaign that allows us to increase the appeal of this special drink for our customers.
“Ballantine’s Christmas Reserve provides those seeking the ideal festive gift – or a unique drink to enjoy this Christmas – with a themed Scotch whisky of exceptional quality. This year’s campaign aims to reflect these qualities, whilst also adopting a dynamic and engaging approach to communications.”
Developed by Ballantine’s Master Blender, Sandy Hyslop, the Limited Edition contains ‘finger print’ malts of Miltonduff and Glenburgie. Hyslop said: “When I set about creating this special Christmas blend, my aim was to reflect Ballantine’s brand values of ‘staying true’ to who you are and so, I carefully considered what Christmas meant to me; the sensory experiences from my life that had left the biggest impressions. Hopefully this has led to Ballantine’s Christmas Reserve capturing the spirit of Christmas and evoking memories associated with this special time.”
The 2013 Ballantine’s Christmas Reserve Limited Edition is available within 15 markets around the world now, including in Vietnam, the UK and Global Travel Retail. The price varies according to the market, with an RRP of £30 within the UK.
ABERLOUR PUTS ITS CRAFTED QUALITY UNDER THE LENS WITH
TED DWANE’S PHOTOGRAPHY EXHIBITION
Aberlour, the award-winning single malt whisky, has brought its artisanship and craft to life by linking up with up-and-coming photographer and bassist for the world-famous band, Mumford & Sons, Ted Dwane, as the exclusive partner for his inaugural solo photography exhibition, ‘A Show of Faces’, that featured in Shoreditch, London earlier this month.
Dwane, who already has a keen interest in single malt, takes a unique and intricately crafted approach to photography using hand-developed single edition prints that provide layers of contrast, and remain the unique and only result of the photo. This approach strongly mirrors Aberlour’s reputation for crafting a malt of superlative quality and careful curation of ex-sherry casks to provide the rich and intense sherry-cask influence to its range of single malts. When Dwane was planning his first show, ‘A Show of Faces’, it provided the perfect platform for the two to join together.
Dwane’s exhibition is a curation of emotive portraits of people he has met and photographed during his time on the road with his band, Mumford & Sons, alongside enigmatic and intriguing faces of visitors shot live during the exhibition, using a unique, hand-built, large-scale camera and darkroom. Dwane then interviews his subject in a specially-created lounge in the studio, over a glass of Aberlour, and collects a few sentences from their conversation in a book that correlates to the grid of faces.
The partnership celebrates an appreciation for authenticity, craft and enigmatic quality. The attention to detail required by both the photographer and the master distiller, in their mutual quest for a product of depth and intrigue, culminates in a multi-layered result, whether it be a velvety smooth single malt or a single edition hand-developed printed portrait.
The exhibition opened on 16th November with a launch party where Aberlour was served to over 100 guests from London’s creative community.
Nikki Burgess, International Brand Director for Aberlour, comments: “Aberlour has long been held in exceptional regard amongst malt whisky enthusiasts. Partnering with such a passionate photographer as Ted is a great way for us to celebrate skill, precision and dedication that we believe has always been employed at the Aberlour distillery to make the range a favourite amongst connoisseurs of the finest Scotch whisky.”