It's what's on the inside that counts

Or does the rest of the world also make a difference

Steve Crompton
Allied Do Spirits and Wine
and
Jane Reid
Taylor Nelson Sofres Consumer

INTRODUCTION

Ballantine's is a global brand by every definition: it is available in virtually all the countries in the world; it is brand leader or number two in a significant number of those countries; it is the same product in reasonably consistent packaging; and it competes within an easily defined market of alcohol, spirits or scotch/bourbon. As the key brand in Allied Domecq's portfolio, there is significant investment behind the brand, centrally and within individual countries. In the past there has been less central control over brand strategy and positioning but more recently, that is over the past three to five years or so, there has been a move to ensure more consistent and strategic promotion of the brand so its core values are enhanced and understood.