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

Ballantine's Launches 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

Ballantine’s Creates Live Exhibition Of Stay True Content With Launch Of Global Instagram Channel


Ballantine’s, the world’s No 2 Scotch whisky, is bringing its brand mantra to life for fans around the world with the launch of a new global Instagram channel.

“Stay True, Leave an Impression” will be at the forefront of this new venture, with live exhibition content showcasing real people and their ‘Stay True stories’ via the social media platform.
The new channel @Ballantines_Official aims to resonate with the ever-growing number of sociable consumers who are frequent users of Instagram.

To launch the campaign, Ballantine’s took to the streets of London to find real people with great stories of how they stick to their convictions and stay true to themselves. Each person was captured with a photo and was asked the question, “What do you Stay True to?” with their answer featuring alongside their image and the hashtag #StayTruePeople.

Each individual has been treated like a magazine cover story, with theming and styling that is authentic to them, through the application of specially created filters and unique captions. Some of these results can be seen now @Ballantines_Official, with a new image to be added to the channel daily.

Followers of the channel will be asked to continue the live exhibition content, submitting their own photo and response to the same question. Ballantine’s key local markets will also contribute to this content, resulting in a unique and authentic showcase of individuals and their ‘Stay True stories’ from all over the world.

Peter Moore, Global Brand Director for Ballantine’s, comments: “Ballantine’s prides itself on being a forward-thinking brand that stays true to its beliefs and convictions, just as our founder, George Ballantine, did when he created the brand almost 200 years ago.
“We admire these qualities in others so, rather than creating an Instagram channel that simply showcases our products, we wanted to stand out and honour the values that are intrinsic to our brand by creating this unique gallery in celebration of staying true. We hope our fans are inspired by each other’s stories and we look forward to seeing the gallery grow as more fans discover Ballantine’s.”

Instagram currently has over 150 million monthly active users with a growth rate of 900% year on year. Five of the top ten most active countries on Instagram in 2013 are key markets for Ballantine’s, including Brazil, Spain, Germany, Russia and Mexico.