Ballantine’s
“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. 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 have no doubt she will help catapult Ballantine’s to galactic heights while encouraging vault hunters to stay true to themselves.”
Mathieu Deslandes, Global Marketing Director, Ballantine’s (Chivas Brothers)
66 markets with double-digit net sales growth vs. 2021
With the appointment of Borderlands’ infamous bar mogul, Mad Moxxi, to the role of Chief Galactic Expansion Officer, Ballantine’s reach is no longer limited to our reality here on Earth. Through its partnership with Gearbox’s Borderlands - and in a first for the group - the world’s second largest Scotch brand is entering the gaming stratosphere, where players come to be who they want to be, free from societal expectations. Ballantine’s recruitment of Moxxi looks to bridge the gap between the worlds of gaming and whisky. To kick off her contract, the video game character launched her very own “Ballantine’s x Moxxi’s Bar Edition” bottle, which sold out within hours across markets and galaxies. The Pandora-based entrepreneur also released a personalised, cameo-filled video to encourage gamers to drink and game responsibly.
Mad Moxxi’s appointment is the first step in a long-term partnership between Ballantine’s and the Borderlands franchise. She will continue to bring together vault hunters and looters from across the galaxy to create content, broadcast their adventures and give out exclusive Ballantine’s swag, opening up Scotch whisky to new fans.