Domecq launches new malt whisky in duty frees

Allied Domecq is to roll out a new malt whisky under the Ballantine’s brand in UK, European and Japanese duty free shops.

The new brand, Ballantine’s Purity, a 20-year-old vatted malt whisky, will be the first malt to carry the Ballantine’s name worldwide. Ballantine’s is the third largest blended Scotch whisky brand worldwide.

Ballantine’s Purity has been tested in North American and Asia Pacific duty frees for over a year and according to Allied Domecq has surpassed its target volume by 25 per cent. The product is aimed at travellers, particularly Japanese, Chinese and Koreans.

Paul Nash, new product director at Allied Domecq Duty Free, adds: “Purity’s initial performance proved that we have the ability to re-energise a liquor market. It has created a lot of interest across the entire whisky category.”

Meanwhile, Campbell Distillers is launching a new advertising campaign for its Clan Campbell blended whisky and Aberlour, its malt whisky.

Clan Campbell is to feature in a TV ad that will play first in Italy and may then be rolled out around Europe. Aberlour will feature in ads in European and UK press.

Both campaigns have been developed by Bates Dorland and will focus on the authenticity and distilling heritage of the products.

News Analysis, page 2

Comments

    Leave a comment