Ballantine's Brand Audit || Ballantine's Brand Positioning ||Ballantine's Brand Strategy

Using the Brand Key, we look at Ballantine's strategy through a brand audit by analyzing the Ballantine's roots, targets, insights, benefits, RTBs, discriminator, personality, and essence.

The output is based on an external brand audit for Ballantine's, in which we take in consideration the marketing execution and press coverage for the brand. Based on Desk Research and External experts interviews.

Key Features

Brand Positioning - Target

Most helpful for:

Students, Brand Professionals, Agencies, Consultants.

Brand Positioning - Benefits

Convenient & Accessible

There are two main reasons for this work: accessibility and inclusivity. We wanted this content to be easily accessible to everybody interested and actively looking for this information. We believe that access to consulting-grade intelligence on a brand strategy would be of interest for many individuals who have no consulting budgets. In addition to that, we wanted this to be inclusive by offering it at a value-driven price, affordable to most, and conveniently downloadable online.

Brand Positioning - Tech

The Product

The brand positioning is based on an external point of view. We conduct sprint brand audits- through desk research and expert interviews - and none of this work is based on proprietary or confidential data. Each positioning or audit is based on generally available data. Technical: the file is in PDF format.

In 1865, George Ballantine delegated the operation of his Edinburgh store to his eldest son while he opened a large establishment in Glasgow. He focused on the wine and spirit industry, catering to clients, including the Hindu Royal family. He also began to experiment with creating his blends. These inspired additional demand for the company, which drew their second son, George junior, into the business.

Business flourished under George junior, and his family sold out profitably when it was acquired by the firm Barclay & McKinlay in 1919. Hiram Walker Gooderham & Worts bought Ballantine’s in 1937. The following year the Company was granted the right to bear the arms of George Ballantine &­­­­­­son, which it did by adding a label featuring the components to its bottles.

Strong distribution and the widespread popularity of Scotch whisky in mid-1985 significantly influenced its growth. Ballantine’s was ranked the number one brand in the European Union and the third-largest in 1986. In Korea, Ballantines is the clear number one brand in the super-premiere category with its ever-popular Ballantines 17 in addition to 21 and 30. In 1988, the company was acquired by the global beverage conglomerate Allied-Domecq, and since 2005 is part of Pernod Ricard.


Ballantine’s is one of the leaders in the scotch market:

The world’s second-highest selling Scotch whisky, it has historically been strong in Southern Europe, where it was among the first Scotch whiskies to gain a foothold in the market

The core range of Ballantine’s: