Wines and spirits giant Pernod Ricard is rejuvenating its Ballantine’s 12YO (12-year-old) whisky brand with refreshed structural and pack design by Dragon.
The new design is part of Pernod Ricard’s plan to move the brand up the global volume rankings, while attracting a new generation of people, namely thirtysomething males and trade consumers. Dragon has devised a global visual identifier for the 12YO, along with new packaging, to bring the three existing 12YO products and Ballantine’s Black into one premium offering.
The consultancy won the work in August following a final twoway shoot out against an undisclosed consultancy. Although the pack design has been modernised, it retains existing features. Dragon claims that the bottle shape has a more stylish look, while the new 12YO pack is in keeping with the Ballantine’s family trademark look.
‘Our challenge was to reinvent Ballantine’s 12-yearold to attract a younger consumer, while retaining the quality of the brand’s heritage,’ says Dragon design director Chris Barber. ‘The previous bottle was quite dumpy and traditional, and not very appealing. We are trying to get people into whisky and make the design more contemporary, clean and fresh.’
The label includes a crest and a George Ballantine silver coin to create the 12YO’s identity. The redesign launches this week and is supported by an integrated marketing campaign focusing on Ballantine’s revised ‘Leave an Impression’ advertising strapline.
‘Until now, Ballantine’s 12YO had several packs which were inherited when Pernod Ricard acquired it from Allied Domecq in 2005,’ says Peter Moore, global brand director for Ballantine’s. ‘The new look gives Ballantine’s the status it deserves.’
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• Ballantine’s is owned by Chivas Brothers, which is part of wines
and spirits group Pernod Ricard
• It has a range of whiskies, including Finest (standard Scotch
whisky), 12YO (premium blended Scotch whisky and pure malt),
and 17YO, 21YO and 30YO (super premium blended Scotch
• Ballantine’s 12YO sells best in Asia, Latin America and Europe