Edrington is promoting the complementary flavour profile of its Highland Park single malt Scotch whisky with barbecued food in the US.
The brand has teamed up with “outdoor cooking system” manufacturer Big Green Egg as its “official US Scotch partner”. The marketing move comprises consumer-facing events in California, Colorado and Texas that will highlight food and drink pairings featuring Highland Park.
Further activity will link food cooked in a Big Green Egg with the single malt, resulting in “unexpected contrasts of smoky and sweet”.
Last month, privately-owned Edrington started trading at a pop-up retail unit for flagship single malt The Macallan in China’s Hainan province. Highland Park also has a dedicated area in the store.
Retail is detail, especially in Global Travel Retail – Comment
