Ballantine’s illuminates the bar

Ballantine’s is set to light up many an evening with the launch of the world’s first self-illuminating Scotch whisky bottle for its leading expression, Ballantine’s Finest.

The innovative bottle, which can be used for display or pouring purposes, forms part of an on-trade-led initiative for Ballantine’s Finest, entitled ‘Listen to Your Beat’.

Rolling out across bars and nightclubs in 35 key markets, the initiative 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.
 
Created by London-based packaging agency The Core, the bottle is already available in the on-trade in Germany.

Reflecting a graphic equaliser, the dark blue spray coated bottle appears to react to the tonal quality of audio passing through it by lighting up intermittently to increase back bar prominence.

Powered by batteries or mains, 20,000 units have been made available, along with a range of additional electroluminescent POS materials including posters and t-shirts for bar staff.
 
Global brand director for Ballantine’s, Peter Moore, said: “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 No 1 position in 12 countries.

It was recently named the Best Standard Blended Whisky by whisky expert Jim Murray in his 2009 Whisky Bible.

Alan Lodge, 04.11.2009