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,’ 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.
For personal tasting notes on the 2013 expression, please see my article on Ballantine’s which can be found here.