Pernod Ricard’s Ballantine’s blended Scotch whisky has recruited rapper RZA for a series of joint projects, starting with a branded record player and speaker.
The tie-up will comprise “a series of drops – from music to food to fashion – over the coming months”, although specific details were not disclosed. At the same time, a campaign will run worldwide featuring RZA although again further information was not forthcoming.
The ‘Ballantine’s x RZA’ Crosley record player and a Ballantine’s-branded Bluetooth speaker will be available to buy in limited numbers from the whisky’s official website at EUR275 [US$296].
According to the company, Ballantine’s sells around 70m bottles a year and is the second-biggest-selling Scotch worldwide. In figures for the last six months of 2022, the brand delivered a 17% jump in year-on-year sales by value on a 1% lift in volumes.
RZA is the lead rapper in Wu-Tang Clan, which was formed in Brooklyn in 1992.
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