Pernod Ricard Releases its Premium Ballantine’s Blue Whisky in Spain

The targets during its first year are distributing the product (by March), starting the night activities. The brand will organize image events in the best clubs in Spain and consumption events in order to increase the trial of the product.

27/11/07 Pernod Ricard has released Ballantine’s Blue in the Spanish market, a premium category whisky, which has an excellent taste and design. The taste is given by its original malt mixture and the design is characterised by its glow-in-the-dark label. The advertising campaign will not start until 2008, because it is now being created by an agency in London.

The targets during its first year are distributing the product (by March), starting the night activities. The brand will organize image events in the best clubs in Spain and consumption events in order to increase the trial of the product. The public relations campaign is being developed by Ars Publicidad.

This launch comes in a difficult moment for whisky brands, because sales are decreasing in favour of rum, among other spirit drinks. Moreover, Chivas, Pernod Ricard’s most famous whisky, is losing market share, from 15.1% in 2006 to 13.5% in the first semester of 2007. Meanwhile, its main competitor Cardhu (Diageo), is consolidating its leader position, having 29.3% of the market share, one point more than the previous year.

240 million litres of spirits are sold in Spain every year, of which 80 million correspond to whisky, 35 to rum and 32 to gin.