Scotch rocks Kremlin

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.

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

audience.



It will plough over pounds 5m into youth events from September 1997 to

April 1998.



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

anniversary.



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.