Scotch whisky brand Ballantine's has launched a self-illuminating designed by agency The Core, for the on-trade market.

The dark-blue spray coated bottle, for Ballantine’s Finest range, reflects a graphic equaliser. It appears to react to sound passing through it by lighting up intermittently and is truly mesmerising in a bar environment, according to a spokeswoman for the company.

Manufacturer Kandoo made the base of the bottle from moulded plastic and the label works using electroluminescent technology.

The Core was asked to produce an on-trade branding device for use in dark markets where traditional advertising is highly regulated or not allowed.

The ‘Listen to Your Beat’ initiative is based on the idea that by listening to your own beat and following your own instincts, you will make choices that leave an impression on others.

Ballentine’s global brand director Peter Moore said: "The initiative will energise our on-trade accounts by engaging consumers in a creative and eye catching way.

"Having spearheaded the hugely successful ‘Leave an Impression’ global marketing campaign recently, Finest is enhancing its reputation for innovation with this world first.""

The bottle is currently available on-trade in Germany and 35 other markets around the world have ordered the bottle, including Thailand, Mexico, Spain and Russia.