Makeshift magazine

London – Ballantine’s whisky has launched an innovative new reading experience hosted on Instagram.

• Brands are experimenting with content delivery on social media
• Whisky is attracting new fans among Millennials and female drinkers, who are engaging with brands largely through digital media

With the help of agency Work Club, Pernod Ricard’s Scotch whisky brand has launched Insta-zine W, which can only be read using the social media app. Each article has its own Instagram account and readers can navigate between features using tags, which opens up a whole new way of reading online. 

‘By twisting Instagram’s features, we’ve built scrolling articles, horizontal stories and hidden little surprises within individual posts,’ explains Simon Cheadle, one of the designers involved in the project. 

Issue One features three articles chronicling the rise of the modern whisky drinker, reframing the iconic drink within contemporary society.

The Big Picture: The media landscape has changed dramatically since the emergence of social media, but captivating content will always win. Find out more about Instagram’s increasing dominance of the landscape in our Social Media Market report.