A top-selling Scottish whisky firm has teamed up with a popular computer game franchise to create a new limited-edition whisky.
Ballantine’s has announced its debut in gaming with an exciting partnership with Borderlands, the critically acclaimed video game franchise by Gearbox Software.
The new limited edition bottle will see Mad Moxxi, who features as a bar owner in the game’s setting, Pandora, appear on the unique design and label.
The Ballantine’s x Moxxi’s Bar Edition will appear in-game first before being available from selected retailers worldwide.
Each bottle of Ballantine’s x Moxxi’s Bar Edition also includes a QR code providing access to limited Borderlands 3 content.
An official Twitter account was set up to promote the whisky – @MoxxisFinest – with fans able to find out where and when the bottle will be available, so if you're a gaming fan you might want to keep your eye out.
Moxxi will also be appearing in-game to promote the new whisky as well as in specially created "drink responsibly" videos connected to the game.
In the coming months, as part of her role, the character will also recruit a team of Borderlands fans, who will be creating content, giving out exclusive swag and sharing Moxxi’s latest scoops to help build brand awareness and bring the partnership to life.
Chivas Brothers’ Global Marketing Director of Ballantine’s, Mathieu Deslandes, said: “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 and reach new audiences.
"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 I have no doubt she will help catapult Ballantine’s to galactic heights and encourage Vault Hunters to stay true to themselves."
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