Ballantine’s launches into the world of gaming
Pernod Ricard-owned Ballantine’s Scotch whisky has partnered with video game series Borderlands to launch a limited edition bottling.
The collaboration marks Ballantine’s first venture into the video gaming world, with the appointment of non-player character (NPC) and bar mogul Mad Moxxi to the role of chief galactic expansion officer (CGEO). Moxxi will feature as a bar owner within the video game.
Chivas Brothers’ global marketing director of Ballantine’s, Mathieu Deslandes, said: “Our partnership with Borderlands is an exciting first step into the world of gaming and is part of our ambition to open up the Scotch whisky category to new fans and reach new audiences.
“Borderlands is one of the most loved gaming franchises of all time, and its opportunity for endless customisation epitomises Ballantine’s ethos of encouraging people to live life the way they want; because when they do, there’s no wrong way.
“We’re delighted to have Moxxi on board and I have no doubt she will help catapult Ballantine’s to galactic heights and encourage Vault Hunters to stay true to themselves.”
Moxxi is also the face of the new limited edition Scotch whisky launched in collaboration with Ballantine’s.
The Ballantine’s x Moxxi’s Bar Edition will contain Ballantine’s Finest, and will be available via Drinks & Co.
Moxxi will also share brand-related information and competitions with fans through platforms Linkedin and Twitter. Competition winners will receive a bottle, as well as access to exclusive Borderlands 3 content.
As well as launching her limited edition bottle, Moxxi will be promoting responsible drinking through a personalised message, encouraging virtual visitors to drink and play responsibly.
The character is also set to make in-person appearances at bars that do not feature in the game’s fictional universe.
Moxxi’s appointment is the first step in a long-term partnership between Ballantine’s and the Borderlands franchise, with more to be announced during 2022.
In January, The Spirits Business predicted a rise in the modernisation of whisky in 2022.