Global: Ballantine's launches whisky pop-up experience

Pernod Ricard drink brand Ballantine's is bringing a pop-up Scotch whisky blending experience to airports across Europe in 2015 as part of its latest experiential activity.

Ballantine's Blending Experience
Ballantine's Blending Experience

The company revealed the Ballantine's Blending Experience would go on tour from December 2014, with the pop-up making its first stop at Paris Charles de Gaulle Airport until February.

Pernod Ricard has described the pop-up as an "immersive space where you can learn all about Ballantine’s whisky to discover how our blends are created", featuring innovative technology within a surrounding that has been described by the brand as "part lab, part boutique".

According to website Aviation World, the interactive blending experience centres around 'the jewel' - a graphic which updates in real time to represent the blend as per the consumer’s adjustments. Labels appear within the jewel itself and a box underneath displays the makeup of the blend along with full tasting notes.

Ballantine's is inviting participants to use the hashtag #BlendWithBallantines as part of the experience.

The Ballantine's Blending Experience is due to visit Warsaw’s Chopin Airport in March.

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