Dubbed an insta-zine by the Scottish distillery, the new issue of ‘W’ will offer news and insight in a way it hopes will chime with the design and technology conscious as well as the latest generation of whisky lovers.

Split into three sections, issue one will examine the women changing the face of modern whisky; the rise of bitter drinks; and asks whether the Sims introduced the masses to mixology.

“We are confident that the concept and the content of the Ballantine’s Insta-zine will excite whisky, design and pop-culture enthusiasts alike as we continue to bring the proud heritage of our whisky into a dynamic digital future,” said Peter Moore, Ballantine’s Global Brand Director.

The first issue of W can be found on Ballantine’s official Instagram feed.