Ballantine’s multi-sensory bar fires up phones

Across three airports in France, Ballantine’s is now showing off multi-sensory airport bar activations that offer a place for travellers to taste the brand’s Hard Fired scotch whiskey and connect their phone for charging.

The Pernod Ricard-owned brand is launching the whisky tasting experience with a charred bar that smells of wood smoke and vanilla, which is a core characteristic of the drink. The bar itself has been constructed from the charred wood of the whisky barrels and their double charred barrels will feature in each activation to highlight the unique way in which the smoky smooth taste of Ballantine’s Hard Fired develops during its resting phase.

While visiting the activation in Paris, passengers will also be able to charge their phones through charging points available at the bar, included to enhance the passenger airport experience. The activation will take place in Paris Charles de Gaulle, Orly and Nice airports and Emily Ho-Ng, Brand Manager at Pernod Ricard Travel Retail EMEA, states: “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.”

Building on from this, could the hospitality sector ensure that their daily customer interactions add more dimensions to their activity, through multi-sensory and added value emotional connections?


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