Pernod Ricard has launched Ballantine’s Hard
Fired, a characterful and smooth whisky created by fire. Retailing at €24, the new blend uses a
production process known as hard firing, which unlocks vanilla flavours and
hints of smoke and spice, giving the whisky its distinctive taste.
Heinemann Duty Free is set to release Ballantine’s Hard
Fired exclusively in European travel retail and will celebrate the launch with tasting bars,
where travellers will be able to enjoy Ballantine’s Hard Fired cocktails, including the signature serve on ice and Hard Fired Apple, a long drink with
apple juice and aromatic bitters. The airport promotion will tell the story of how Ballantine’s Hard Fired is created.
Ballantine’s Master Blender Sandy Hyslop explained:
"Ballantine’s Hard Fired showcases the natural and unique results that
American oak and fire produce on Scotch whisky. When charred, casks form a
natural layer of caramelised wood sugars that react with whisky and a double
char understandably intensifies this effect. The result is a smooth, creamy and
subtly smoky Scotch whisky with tasting notes of sweet honey, soft red apples
and tangy liquorice. This balanced flavour profile results in a premium whisky
that sits well within the Ballantine’s family style, while offering something
new.”
Adriana Perez, Brand Manager at Pernod Ricard Travel
Retail EMEA, added: “Ballantine’s Hard Fired is a natural progression for the
brand as it continues to innovate within the Scotch whisky category. We are
very pleased to be working with Heinemann Duty Free to launch in Europe travel
retail. The tasting bars are an important tool to showcase the product, where
travellers can enjoy signature cocktails and learn more about its rich craft
story."
Ballantine's enters the booming flavour category
In other news from Europe’s number one Scotch whisky, travellers
are enjoying the summer with Ballantine’s Brasil, a new lime-infused spirit
drink.
Passengers at Paris Orly and Charles de Gaulle airports
in July and August have been treated to complimentary cocktails and an
innovative interactive display bringing the story of Ballantine’s Brasil to
life.
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| Ballantine's Brasil at Paris Airport |
Ballantine’s Brasil is a spirit drink made from Scotch
whisky and cask steeped with Brazilian lime peel. Signature cocktails include
the Highland Samba, a refreshing long drink combining Ballantine’s Brasil with
lemonade.
Cristina Carmueja, Pernod Travel Retail EMEA Marketing
Controller, commented, “This latest launch from Ballantine’s has enabled us to
offer consumers a great tasting product in the booming flavour category which
has proved successful. This success in travel retail has been driven by a
dynamic approach to ensuring high visibility and getting product into the hands
of consumers with tastings.”
Ballantine’s Brasil is available at €19.40 in duty free.
During the promotion it was part of a mix-and-match offer with Ballantine’s
Finest for consumers to buy one and get the second half price.
