Ballantine’s debuts blending experience

Scotch-loving travellers are being given the chance to explore the art of whisky blending thanks to the Ballantine’s Blending Experience, created by Pernod Ricard at Paris Charles de Gaulle airport. The hands-on experience, which combines creative technology with a Ballantine’s tasting, seeks to exemplify the brand’s Stay True philosophy, focusing on the whisky itself and placing the visitor at the heart.

The Ballantine's Blending Experience at Paris Charles de Gaulle airport

The pop-up runs in Paris Charles de Gaulle’s Aelia store until 19 January 2015. Passengers can take on the role of Master Blender within the pop-up space. The innovative campaign incorporates a digitally-focused blending education and an audio-guided tasting area within an eye-catching branded unit.

The interactive blending experience centres on the jewel, an attractive graphic that updates in real time to represent the blend as per the consumer’s adjustments. To educate the participants, labels appear within the jewel itself and a box underneath displays the make-up of the blend along with full tasting notes. The blending experience is followed by a tasting ritual – including Ballantine’s Finest and Ballantine’s 12yo – which uses a visual aid to deepen consumer engagement, build brand advocacy and enhance Ballantine’s luxury positioning.

Consumers are encouraged to share their interactions from the Ballantine’s Blending Experience on social media, using #BlendWithBallantines to be in with a chance of winning a global competition.

The Ballantine’s Blending Experience was launched on 23 December 2014 in Paris Charles de Gaulle airport and runs until 19 January 2015. The activity will roll out across Aelia stores in Paris Charles de Gaulle Terminal 2 S4 in February 2015 and Warsaw Chopin airport in March 2015.