Havas London explores the future of music, nightlife and drink for Ballantine’s Whisky via Instagram


Havas London and Ballentine’s Whisky continue their journey into the future in the second instalment of Ballantine’s ‘W’ Instazine, the world’s first digital whisky magazine hosted exclusively on Instagram. This issue provides a glimpse of the future, exploring travel, drink and music in the year 2080.

Havas London devised and developed the second issue of W around a future-gazing theme, following last year’s launch of Ballantine’s Space Glass.

The renowned illustrator Tom Clohosy Cole was commissioned to illustrate the story.

The three-part Instazine features an exploration into how we will enjoy music 65 years from now with musical innovators, influencers and impresarios speculating on the future scene. Boiler Room editor-in-chief Gabriel Szatan, Isle of Wight founder and Godfather of the festival John Giddings, DJ and digital polymath, Snoochie Shy, as well as music industry’s next big thing, Shura, all share their predictions with Cole bringing their thoughts to life with coruscating artwork.

Looking to the future, Boiler Room’s Szatan predicts: “You might end up with group listening sessions where the sound of each individual band member is shaped for each individual hearing range; where advanced Virtual Reality gear gives DJ sets a 4D depth; where the entire nature of communal music experience gets flipped.”

Shy said: “Instead of going out, you can enjoy the rave from your own living room with the DJ actually inside your house as a 3D hologram.”

Alongside the music scene, ‘W’ also looks at the future of travel and tomorrow’s drinks from underwater cruises to galactic hot toddies. The Future Issue is a digital crystal ball. Experience it at @ballantines_official.

Ben Mooge, ECD of Havas London, said: “Ballantines Instazine is still unquestionably the best magazine in Instagram format. Easily.”