Allied Domecq is to double the advertising support behind its
Ballantine’s whisky brand and make it the sponsor of a music festival in
Moscow’s Red Square.
The firm is focusing on marketing Ballantine’s Finest Scotch Whisky,
Europe’s best selling spirits brand, to a hip, 18- to 34-year-old
It will plough over pounds 5m into youth events from September 1997 to
Allied Domecq is tying up with group The Prodigy, the nightclub Cream
and snowboarders to put on festivals in Valencia, Paris and a special
date near the Kremlin on September 18, which ties in with Moscow’s 850th
The brand is not sold in the UK and Ballantine’s marketing director
Richard Gowar said that there were no immediate plans to introduce the
brand into the UK.