BALLANTINE’S STRIKES A GLOBAL MUSIC PARTNERSHIP WITH COLORS X STUDIOS

Ballantine’s has announced a long-term tie-up with Berlin-based music discovery platform Colors x Studios, marking the next chapter in its ‘True Music’ platform. Centred around live concerts, the collaboration will debut with a multi-day experience headlined by Grammy-winning Argentine duo Ca7riel & Paco Amoroso, before expanding worldwide.  

Pernod Ricard’s Chivas Brothers division is deepening Ballantine’s cultural footprint through a new partnership with Colors x Studios, the influential YouTube channel and music discovery hub. The alliance builds on Ballantine’s ‘True Music’ positioning, which celebrates authenticity and connection, as the platform enters its second decade.  

The first activation will be a multi-day live experience hosted by Colors x Studios and sponsored by Ballantine’s, featuring Ca7riel & Paco Amoroso. Further concerts carrying the whisky’s branding are planned across global cities throughout 2026 and beyond. While financial details remain undisclosed, the collaboration is designed to prioritise spontaneity over scripting and intimacy over spectacle.  

Chivas Brothers said the partnership “continues Ballantine’s dedication to removing the pretence around both whisky and music, celebrating real people, real moments and true expression.” A series of events will showcase unfiltered performances, intimate artist access and fan-first experiences.  

Supporting this strategy, the division commissioned a survey of 9,000 consumers across nine markets, revealing that 84% believe unexpected, unscripted moments make live music unforgettable, while four in ten feel overly scripted shows hinder genuine connection.  

The move follows Ballantine’s earlier collaboration with Wu Tang Clan’s RZA, which spanned branded audio equipment and limited-edition packaging. By aligning with Colors x Studios, Ballantine’s signals its intent to remain at the heart of contemporary music culture, reinforcing whisky’s role in celebrating creativity and community.