Ballantine’s Launches ‘W’ The World’s First Whisky Magazine On Instagram

Ballantine’s, Europe’s No.1 Scotch whisky and the No.2 Scotch whisky in the world, has today launched the world’s first digital whisky magazine hosted exclusively on Instagram. Adapting traditional magazine publishing for the social media platform, the Ballantine’s Insta-zine has been specially created to appeal to modern whisky drinkers, design and tech enthusiasts, and pop-culture fans.

The Ballantine’s Insta-zine is accessible from the @Ballantines_Official Instagram account. Users land on the Insta-zine’s contents page – a mosaic-style grid of Instagram posts – from where they can navigate between articles published on@W_IssueONE by tapping on individual image posts. The smart functionality and creative use of the social media platform demonstrates Ballantine’s commitment to staying true to its values of innovation and leadership since it was created 180 years ago by George Ballantine.

The Ballantine’s Insta-zine explores the current whisky zeitgeist and is comprised of three articles: The Women Shaping Whisky, The Rise of Bitter Drinks, and Did the Sims Introduce Mixology to the Masses? In the first, Ballantine’s interviews three women changing the face of modern whisky, while The Rise of Bitter Drinks visually explores cocktails with a bitter taste profile and features some of Ballantine’s own signature serves. The third article delves into the surprising link between mixology and the popular Sims game, exploring whether the craft of bartending has influenced the way consumers drink cocktails today.

Peter Moore, Ballantine’s Global Brand Director, commented: “Ballantine’s has become renowned for its dynamic and engaging marketing initiatives and we are very excited to add the Ballantine’s Insta-zine to our list of innovations. We are confident that the concept and the content of the Ballantine’s Insta-zine will excite whisky, design and pop-culture enthusiasts alike as we continue to bring the proud heritage of our whisky into a dynamic digital future.”

Follow @Ballantines_Official on Instagram to read the full Insta-zine today