Ballantine’s self-illuminating bottle is a bright idea

04 November, 2009

Chivas Bros is breaking new ground in the on-trade with a new self-illuminating bottle design for its leading whisky expression, Ballantine’s Finest.

Created by London-based agency The Core, the label on the dark blue, spray-coated bottle is styled on the look of a graphic equalizer. Powered by mains electricity or batteries, it lights up intermittently as if in reaction to an audio signal passing through it, creating a truly eye-catching back bar display.

The new bottle can be used purely for display purposes or for pouring, and forms part of an on-trade initiative for Ballantine’s Finest, entitled ‘Listen to Your Beat’ – an extension of the brand’s global ‘Leave an Impression’ campaign.

Rolling the initiative out across 35 key markets, Chivas Bros says that it: “Is based on the idea that by listening to your own beat and following your own instincts, you will make choices that leave an impression on others.”

20,000 units of the flashy Ballantine’s Finest have been made available, with distribution already under way in the on-trade in Germany.

Global brand director for Ballantine’s, Peter Moore, comments: “The ‘Listen to Your Beat’ initiative will energise our on-trade accounts by engaging consumers in a creative and eye catching way. Having spearheaded the hugely successful ‘Leave an Impression’ global marketing campaign recently, Finest is enhancing its reputation for innovation with this world first.”

Ballantine’s Finest is the leading Scotch whisky brand in Europe, holding the No1 position in 12 countries. It was recently named Best Standard Blended Whisky by whisky expert Jim Murray in his 2009 Whisky Bible.