Ballantine's 12 gets an overhaul

Chivas Brothers has redesigned its Ballantine’s 12 Year Old packaging.

The catalyst for the change is a plan to reposition it as a global brand during a new international marketing campaign. This is one of several moves Chivas is making with its brands.

Peter Moore, global brand director for Ballantine’s said in a statement:

“Until now, Ballantine’s 12 Year Old has struggled with its identity and had several inconsistent packs which were inherited when Chivas Brothers acquired the brand from Allied Domecq in 2005. We are confident this new look gives (it) the status it rightfully deserves as a key member of the most comprehensive aged range of blended whisky."

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