Pernod Ricard’s Chivas Brothers division has agreed a tie-up for its Ballantine’s blended scotch brand with Berlin-based music discovery platform & YouTube channel host Colors x Studios.
The partnership, centred around live concerts, marks the latest asset from Ballantine’s ‘True Music’ marketing position, which “enters its second decade” this year. First up will be a “multi-day experience” hosted by Colors x Studios and sponsored by Ballantine’s, headlined by Grammy Award-winning Argentine duo Ca7riel & Paco Amoroso (above).
Further concerts featuring the whisky’s branding will take place in other cities worldwide throughout this year “and beyond”. Financial and specific asset details were not disclosed.
“Igniting the next chapter in Ballantine’s established ‘True Music’ platform, the new long-term partnership aims to deliver spontaneity over scripting, realness over spectacle and connection over perfection,” Chivas Brothers said. “It continues Ballantine’s dedication to removing the pretence around both whisky and music, celebrating real people, real moments and true expression.
“A series of global events and experiences will showcase unfiltered live performances alongside intimate artist access and fan-first moments.”
The division, which oversees Pernod Ricard’s scotch whisky operations, commissioned a live music-related survey of 9,000 consumers in nine markets that found “84% say unexpected, unscripted moments are what make live music unforgettable” and “four in 10 feel overly- scripted shows are getting in the way of connection”.
Almost exactly three years ago, Ballantine’s recruited lead Wu Tang Clan member RZA for a series of joint projects, which started with a branded record player and speaker before being extended to limited edition packaging for one of the brand’s expressions.
