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Frövi Improves Ballantine's Retail Performance

Thursday, December 01, 2005 by Korsnäs AB

The Ballantine's saga started in 1827, when farmer's son George Ballantine set up a small grocery store in Edinburgh. As the years went by he involved his sons Archibald and George junior and opened an establishment in Glasgow, where he concentrated on the wine and spirit trade. There he began to create and perfect his own blends. Today Ballantine's is a major global brand and one of the best selling Scotch Whiskies in Europe.

Packaging crucial for the brand
"The packaging is designed to communicate the quality and value of our brands. We have brands in all categories and obviously for the premium brands a more luxurious carton is used. Global specification and control of design elements such as colour, font and text ensure that these values are maintained throughout the world", says Duncan Bond, Packaging Improvement Manager at Allied Distillers - the brand owner - now part of Chivas Brothers, the Scotch whisky business of Pernod Ricard.

Different packaging for different consumers
For their brands Ballantine's Finest, Ballantine's 12 Years Old and Ballantine's Aged 30 Years they use FRÖVI BRIGHT. Ballantine's Finest is a good example of how the packaging is targeted at different consumers with a very modern graphical design appealing to younger consumers; while the more traditional design target for middle-aged and older people. Ballantine's 30 YO, the oldest in the Ballantine's range, is available only in very limited quantities, sold throughout Duty Free with a sale price of $200 - $300: the carton is glue-laminated and reflects a very rare and high quality product.

Fewer problems with Frövi
Damaged cartons on the shelf are seriously detrimental to the brand and after having had some problems in the distribution chain with the previous board material, they switched over to Frövi board two years ago. "We believe that we have improved retail performance of our cartons, thanks to the strength of the material", says Duncan. The converter is MY Cartons Leeds, who has recently made large investments in their premises. They have developed jointly with Allied Distillers and each benefits the other. MY Cartons know their filling machines and the speed they run at and can therefore supply them with the right construction of the packs.

Enjoyment in moderation
Marketing alcohol products is a balancing act. "The target group will vary by brand. We encourage responsible enjoyment of our products in moderation", Duncan concludes and adds that the best customer is a healthy customer.

FRÖVI BRIGHT combines the strength characteristics of unbleached kraftboard with a white and luxurious reverse. The construction of the board uses the well-established Frövi approach - a four layer virgin fibre board with a bleached (TCF= Totally Chlorine Free) clay-coated top layer. The difference with FRÖVI BRIGHT is that it also has a bleached bottom layer, making it unique in the market place. FRÖVI BRIGHT has the right strength properties for weight reduction and smart packaging solutions. Other outstanding characteristics are purity and a good printing surface. Substance range 270 - 390 gsm.

Producer: Allied Distillers, UK
Brand: Ballantine's
Converter: M Y Cartons Leeds, UK
Cartonboard Supplier: AssiDomän Frövi
Substance: FRÖVI BRIGHT 390 gsm