Balblair Highland Single Malt Scotch Whisky has announced an ambitious new collaboration that will bring the whisky brand together with some of Scotland’s most prolific and esteemed cultural talent, challenging traditional perceptions of the country, and of whisky, at a global level.
From the diverse fields of fashion, design, art and literature, Balblair will be working with Scotland’s super-premium creatives; revered fashion house, Mackintosh Rainwear; award-winning, cutting-edge fabric and wallpaper designers, Timorous Beasties; internationally renowned publishing house, Canongate Books; and John Lowrie Morrison, or JoLoMo, one of UK’s most respected and well-loved painters.
Since its re-launch in March Balblair has been received with overwhelming enthusiasm from its key markets - concrete recognition that its new contemporary packaging and non-traditionalist vintage labelling, rooted in the distillery’s ancient Scottish history connects with today’s new consumer. By also reflecting the modern nature of Scotland – a dynamic, vibrant country, removed from its traditional ‘tartan and shortbread’ image – Balblair’s marketing initiative plans to strengthen a contemporary impression of whisky’s homeland across Europe and into key markets throughout the rest of the world through a series of innovative cross-promotional exercises with these strong, like-minded brands.
During the partnerships Balblair will work with the partners in a number of ways, including commission of new work and sponsorship support as well as publicising the partnerships in the single malt’s key core markets. Karen Walker, Marketing Manager of Balblair commented: “We are hugely excited about our plans as each of the companies who are committed to working with us are leaders in their fields, and like Balblair manage to combine a deep rooted Scottish ethos whilst be internationally recognised and portraying a revitalised view of Scotland. As modern brands with an eye for detail and a passion for quality, our partners reflect the values of Balblair – Scottish yet outwards looking and without cliché. “Whisky is undergoing somewhat of a renaissance and appeals in many countries, to a consumer looking for quality premium products with a history and heritage they can appreciate and connect with. These partnerships will ensure accurate opinion of whisky’s birthplace and bring it in to line with the increasingly refreshed perception of Scotland’s national drink.”
John Lowrie Morrison, Artist commented: “I love the ethos behind this campaign - I have always tried to portray Scotland as I see it, without the traditional twee/flowery imagery – that this range of Scotland born companies want to collaborate with Balblair to promote modern Scotland was definitely something I wanted to be part of.”
This is the first marketing initiative of Balblair’s since it relaunched earlier this year with three award winning vintages, Balblair 1997, Balblair 1989, and Balblair 1979 as part of a six figure sum investment. Further details of each partnership can be found on www.balblair.com.
An intriguingly complex and satisfying whisky, Balblair is light and fresh with a hint of autumn mist. Sweet to start, it has an appetising citrus tinge, followed closely by a slightly peaty note.
