Ballantine's Hard Fired whisky variant – matured in charred American oak barrels – has introduced multisensory charred bars to Paris airports to highlight the bespoke distillation process. The Ballantine’s Hard Fired multisensory bar will be a new engagement launching in the travel retail environment, giving passengers the opportunity to ‘fire up’ their journey with a taste of whisky while sitting at a bespoke charred bar, smelling hints of wood smoke and vanilla.

Ballantine’s Hard Fired ‘charred bars’

Ballantine’s Hard Fired whisky variant – matured in charred American oak barrels – has introduced multisensory charred bars to Paris airports to highlight the bespoke distillation process.

The Ballantine’s Hard Fired multisensory bar will be a new engagement launching in the travel retail environment, giving passengers the opportunity to ‘fire up’ their journey with a taste of whisky while sitting at a bespoke charred bar, smelling hints of wood smoke and vanilla.

Passengers are also being offered the opportunity to ‘fire up’ their mobile devices for free via charging points built into the bars.

Brand activation agency ignis worked with Ballantine’s to develop a bar that appears to have been constructed from the charred wood of the whisky barrels, which has gone live across airports in Paris Charles de Gaulle, Paris Orly and Nice airports.

The double charred barrels will feature in each activation to highlight the unique way in which the smoky taste of Ballantine’s Hard Fired develops during its resting phase.

Emily Ho-Ng, Brand Manager at Pernod Ricard Travel Retail EMEA, says: “The activation not only explains the process behind Ballantine’s Hard Fired, but also instils an emotional connection with the brand through the drama it brings to Paris and Nice.”

ignis is a multi-award winning independent brand activation agency based in Fulham. Over its 29-year history it has worked for clients including Jameson Whiskey, Sheraton Hotels, Fuller’s, Betfair and Cuticura.




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