Ballantine's Artist Edition 17YO was with world-famous artist Scott Albrecht, based in Brooklyn, USA. He is a patchwork artist that captures “beauty of moment” using a variety of colors and materials, and is having exhibitions globally across public, fashion, and sports with young and hip-hop feeling.
This artist's edition, completed by Scott, has been reborn in a more trendy and modern style. The bottle labels and packages reflecting the worldview of his works are more colorful and sensational with bright colors and patchwork, the artist's signature patterns.
|▲ At the showcase, the world of the artist's work was highlighted and the visitors focused on the new limited edition.|
|▲ Florent Leroi, Managing Director at Pernod Ricard Korea|
At the site, Florent Leroi, Managing Director at Pernod Ricard Korea, said, “According to data from Korea Wines & Spirits Importers Association in October this year, the domestic international Scotch whisky market has grown at an average annual rate of 7% over the last three years (2017-2019), while Ballantine’s whisky sales have grown at an average annual rate of 9.2%.”
And, “This is significant number because Ballantine's growth rate is growing above the international Scotch whisky market and driving the growth of the market."
In particular, the products are growing evenly over the entire range of products, including single malt whisky, Ballantine’s 17, 21, 30 Year Olds as well as Ballantine’s Finest. Ballentine's is holding the number one position with a 28% share in the domestic International Scotch Whisky market as a single-brand.
The growth engines of Ballentine's whisky are diverse and solid product portfolio, age statement products that add product reliability, and continuous communication with consumers through ‘Time Well Spent’ campaign with brand models Lee Jung-jae and Jung Woo-sung.
In commemoration of this, a limited edition of the new “Ballantine's Artist Edition 17YO” was launched in Korea for the first time in the world.
This limited edition, which was reborn as art, is also new in blending. Ballantine’s Master Blender Sandy Hyslop added Koreans' favorite flavors to vanilla and oak flavors of Ballantine’s 17YO to present a differentiated tasting to the existing Ballantine’s 17YO.
Ballantine's Artist Edition 17YO (700ml, 40%) will be sold in limited quantities (about 6,000 bottles) at 20 E-Mart branches nationwide and the main store and Gangnam branch of Shinsegae Department Store.
|▲ The talk with the artist Scott Albrecht took place.|
|▲ Four cocktails based on the limited edition were offered to attendees.|
Scott Albrecht, which took part in the collaboration, was born in New Brunswick, New Jersey in 1983 and is now a global artist based in Brooklyn, New York. He studied graphic design at the Philadelphia School of Art in 2003 and is best known for cutting, painting and wooden assembly. He also works in a variety of other medias, including iron, paper, plates, sculptures, and murals. He is a patchwork artist that captures “beauty of moment” using a variety of colors and materials, and is having exhibitions globally across public, fashion, and sports with young and hip-hop feeling. Moreover, he had collaborations with famous street brands such as Rag & Bone, Vans, PayPal, Blue Moon Brewing Co., and Spectrum Skateboard.
|▲ For the first time in the world, Ballentine’s different attempt will be presented. The release of the limited edition in Korea also has a meaning of an event that symbolizes Korea's position in the whisky market.|