Ballantine’s has announced a gaming partnership with Gearbox’s franchise, Borderlands, appointing non-player character and bar mogul Mad Moxxi to the role of Chief Galactic Expansion Officer to help launch the world’s second largest Scotch across the gaming sector.
Moxxi, who features as a bar owner in the game’s setting, Pandora, and gives in-game missions to players, will release The Ballantine’s x Moxxi’s Bar Edition, featuring the familiar, taste of Ballantine’s Finest as part of the game.
The partnership between Borderlands, Moxxi and Ballantines will be activated using social media channels and a number of prize games.
In the coming months, the character will also recruit a team of Borderlands fans to create content, giving out exclusive prizes 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 who commented, “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. “