Ballantine’s, the world’s No. 2 Scotch whisky, is aiming to capture the imagination of aspiring entrepreneurs with the launch of The Bar Project; a competition which offers consumers a once-in-a-lifetime chance to see the bar of their dreams brought to life in Paris later this year.
Inspired by the entrepreneurial spirit of its founder, George Ballantine, The Bar Project by Ballantine’s is being piloted in France and sees the brand challenge budding entrepreneurs in the country to design a bar which is a true reflection of their personality.
Entries will be judged by a panel of leading French business, design and bar experts including renowned French interior designer, Laura Leonard, and Simon Baldeyrou, CEO of Deezer, one of the world’s leading music streaming services. The three most innovative entries as judged by the panel will then be put to the public vote in May. The overall winner will then see their concept brought to life in the famous Parisian club, “Le Chacha”, opening with a VIP launch event in September 2014 and remaining open to the public until mid-October 2014.
The Bar Project by Ballantine’s is in line with the brand’s new global positioning, ‘Stay True, Leave an Impression’ which it revealed in October 2013.
Peter Moore, Global Brand Director for Ballantine’s, comments: “With The Bar Project by Ballantine’s, we wanted to create something exciting and inspiring that truly captures the essence of our brand. Our founder, George Ballantine, was very much an entrepreneur of his time and as such, he always stayed true to his convictions. This ethos remains at the heart of Ballantine’s to this day, so we’re excited to be bringing it to life with The Bar Project.
“We’re hopeful that French consumers will relish this opportunity to unleash their creativity and their entrepreneurial spirit to leave an impression on the bar trade, just as George Ballantine did when he created our iconic blended whisky.”
Entries into The Bar Project by Ballantine’s are open now via www.ballantinesbarproject.fr and will remain open until midnight on 22nd March 2014. Ballantine’s is supporting the competition by partnering with French popular culture magazine and website, ‘Le Bonbon’, and with music streaming site Deezer to drive consumers to the Facebook app.
A video about The Bar Project by Ballantine’s can also be viewed here.