Ballantine’s whisky launches ‘digital shirt’

Ballantine’s Scotch whisky has stepped into the tech market by unveiling the world’s first “scrunchable and washable digital t-shirt” allowing wearers to display digital text and animation.

tshirtOS 2.0 launched today in Paris 1The tshirtOS 2.0 was revealed to a global audience at the Pernod Ricard Innovation Day in Paris yesterday with its creators predicting that “wearable technology” will be a key trend in 2014.

The t-shirt features an illuminated LED blank canvas allowing wearers to create their own designs and express their thoughts encouraging wearers to show the world the “true you” – in keeping with the Scotch whisky brand’s slogan “Stay True”.

Created by “wearable technology experts” SWITCH – a San Francisco-based fashion technology company – the t-shirt is accompanied by a mobile app which allows wearers to control the display via their phone.

Peter Moore, global brand director for Ballantine’s, said: “tshirtOS 2.0 represents a truly innovative way for consumers to express themselves and answer Ballantine’s invitation to ‘Stay True’, by literally creating and then wearing an expression of themselves on their chest.

“Wearable technology is going to be one of the key trends of 2014, and we can’t wait to give Ballantine’s fans around the world the chance to see and experience tshirtOS 2.0 for themselves.”

Alison Lewis, Founder of SWITCH and co-creator of tshirtOS 2.0, added: “tshirtOS 2.0 is a whole new way for people to create, share and express themselves through fashion. It’s soft, feels great on and is completely undetectable as technology.

“We are very pleased to be working with Ballantine’s on such a magical and inspirational product.”

Twenty of the shirts have been been manufactured and will be showcased in key Ballantine’s markets around the world in the coming months.

Ballantine’s sells more than 70 million bottles of scotch whisky a year making it the world’s no 2 whisky by volume.



Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Regional Account Manager

Scotland, UK

Retail Assistant Manager

The Whisky Exchange

Retail Supervisor

The Whisky Exchange

Retail Sales Advisor

The Whisky Exchange

Retail Manager

Friarwood Fine Wines
SW London, UK

Assistant Manager

Seven Cellars
Brighton, UK

Key Account Manager

MMI Dubai
Dubai, UAE

Head of Supply Chain

Lanson International UK Ltd
London W1, UK

National Account Executive

Home Based working in Central Belt. Glasgow/Edinburgh, UK

Prowein 2018

18th Mar 2018

The City Wine Show

London,United Kingdom
13th Apr 2018

Prosecco Springs

London,United Kingdom
26th Apr 2018
Click to view more

The Global Malbec Masters 2017

the drinks business is proud to announce the inaugural Global Malbec Masters 2017

The Global Sparkling Masters 2017

the drinks business is thrilled to announce the launch of The Global Sparkling Masters.

Click to view more