Edrington has confirmed a revised look for its Highland Park single malt scotch whisky.
The packaging refresh, which comes in this month, will apply across the 12-, 15- and 18-year-old iterations of the Orkney-based brand’s portfolio. Also lined up to take on the new look are the 14-, 16- and 18-year-olds that are exclusive to the global travel retail channel (below).
Housed in a 100% recyclable cardboard box sourced from FSC-certified forests, the bottle now features the phrase ‘Product of Orkney’.
“We’ve been here for more than 200 years, and the beauty and creativity of our island home continues to inspire us, as well as the unique flavour of the local heathered peat, which, with the new packaging design, is now celebrated, front and centre,” said global brand director Paul Condron. “We’re excited to share this new design direction for Highland Park, which truly reflects the freshness and modernity of our Orkney home.”
Late last month, Edrington consolidated its portfolio, lining up the divestment of blended scotch brands The Famous Grouse and Naked Malt to William Grant & Sons. The transaction will see Edrington exit the blended scotch whisky category, raising the profile of single malts The Macallan and The Glenrothes as well as Highland Park.
