Thursday, May 28, 2015


Ballantine’s blended Scotch whisky has today launched the world’s first digital whisky magazine hosted exclusively on Instagram.

Adapting traditional magazine publishing for the social media platform, the Ballantine’s Insta-zine has been specially created to appeal to modern whisky drinkers, tech enthusiasts and pop-culture fans.

Ballantine's launches world's first whisky Insta-zine

The Ballantine’s Insta-zine is accessible from the @Ballantines_Official Instagram account. Users land on the Insta-zine’s contents page, a mosaic-style grid of Instagram posts, from where they can navigate between articles published on @W_IssueONE by tapping on individual image posts.

In its first Insta-zine, Ballantine’s interviews three women changing the face of modern whisky, while The Rise of Bitter Drinks visually explores cocktails with a bitter taste profile and features some of Ballantine’s own signature serves. The third article delves into the surprising link between mixology and the popular Sims game, exploring whether the craft of bartending has influenced the way consumers drink cocktails today.

Commenting on the launch, Peter Moore, Ballantine’s Global Brand Director, said: “Ballantine’s has become renowned for its dynamic and engaging marketing initiatives and we are very excited to add the Ballantine’s Insta-zine to our list of innovations. We are confident that the concept and the content of the Ballantine’s Insta-zine will excite whisky, design and pop-culture enthusiasts alike as we continue to bring the proud heritage of our whisky into a dynamic digital future.”

The smart functionality and creative use of the social media platform demonstrates Ballantine’s commitment to staying true to its values of innovation and leadership since it was created 180 years ago by George Ballantine.

Source: Chivas Brothers