Ballantine’s, Europe’s No.1 Scotch whisky and the world’s No.2 Scotch whisky, has today unveiled an elegant new bottle for its 12 Year Old expression. Rolling out globally from this month, the design evolution demonstrates the quality and super premium cues of Ballantine’s 12 Year Old to appeal to modern whisky enthusiasts.

Following the re-packaging of Ballantine’s Finest in 2013, the brand took inspiration from this to develop a confident new look for its 12 Year Old expression. The designs reinforce the close link between the two expressions while highlighting the natural step between them, as discerning drinkers seek to enter and explore the super premium whisky category with Ballantine’s 12 Year Old.

The new packaging adopts the chevron-shaped label of Ballantine’s Finest, creating a more refined, masculine and eye-catching look on-shelf. The navy colour scheme and the greater prominence of the numeral 12 both emphasize the super premium quality of the 12 Year Old, while the re-positioning of the brand’s crest – the Ballantine’s Grant of Arms – and the Ballantine’s ‘B’ help to create a more modern aesthetic.

Peter Moore, Ballantine’s Global Brand director, commented: “Thanks to its perfectly balanced taste profile, Ballantine’s 12 Year Old has become an award-winning blend with outstanding quality credentials. We are delighted to present a new elegant, super premium pack for the bottle that stays true to the pioneering values of our founder George Ballantine in his relentless pursuit of quality. We’re confident that the new design, which is now in line with Ballantine’s Finest, will encourage consumers to trade up to Ballantine’s 12 Year Old for special occasions as they start their journey through the super premium whisky category.”

The new Ballantine’s 12 Year Old bottle has been successfully received through consumer research* and will be available globally with the same RRP of 38USD per 1L bottle in Travel Retail or local equivalent.