This Instagram whiskey magazine called 'W' is debuting as an 'Insta-zine' produced by Balantine. The Insta-zine will be an Instagram page dedicated to whiskey lovers. It will feature six different sections, such as women influencing whiskey, the rise of bitter drinks, and the introduction of masses to mixology.
The combination of new Instagram technology with traditional whiskey as a product will reach a new level of consumers. It will aid in the education of this alcohol and promote it through the Instagram whiskey magazine.
The goal of this Insta-zine is to educate people who want to learn more about Ballantine whiskey as well as grow existing relationships with current whiskey consumers. The first issue of W can be found on Ballantine’s official Instagram feed.