Whisky Focus - Highland Park Whisky Range New Packaging

Highland Park Whisky Range New Packaging


28th April 2017
New look and a new sub brand name for the Highland Park core range of whiskies.

Highland Park have launched a new look for its core whisky range which takes inspiration from the distilleries Orkney Island home Viking history.

Not only has the packaging been given a new look but the 12 and 18 year old whiskies have been given a Viking related sub brand name, the Highland Park 12 year old Viking Honour and the Highland Park 18 year old Viking Pride.

Jason R. Craig, Highland Park Brand Director, commented on the new look packaging saying: "For whisky fans, their first point of contact with any brand is the bottle and carton on a shop shelf or on a back bar. So, we had to create a new bottle and carton design which would explain our Viking bloodline and why we are ‘The Orkney Single Malt with Viking Soul".

"The inspiration for the design came from an ancient ‘Stavkirke’ (wooden church), a world Heritage site in the tiny Norwegian village of Ornes. The wooden church is heavily decorated with extensive and ornate wood carvings which we thought would look amazing on a glass bottle. The result is a beautiful, heavily embossed bottle featuring an illustration which depicts an ancient Viking legend of a lion locked in an enduring battle with the forces of evil in the form of serpent-like dragons.

"The new packaging includes a new, wider bottle, a metallic label design that complements the glass, embossed with a contemporary looking logo as well as a premium ‘Torq’ closure to keep the whisky safe. All of which, we believe, will add consumer interest and excitement around the brand," Jason added.

The carton for each of the brand’s 12 and 18 Year Old whiskies also feature the ancient lion and dragon legend with embossed metallic detailing, ensuring enhanced premium cues, great visibility and stand-out on shelf. In addition, the statement "Made with Pride on Orkney" features on the side of each carton as a tribute to the men and women of Orkney who produce the brand’s iconic and renowned single malt.

Fans of the island malt needn't worry as it is only the packaging that has changed, the whisky in the bottle is the same whisky you know and love.

Highland Park say the sub brand names have been inspired by the ‘Nine Noble Virtues’ which the Vikings’ community lived by, which is handy as by my calculations there are 9 Highland Park core range whiskies, although not all are available in every marketplace.
  • Highland Park 12 year old Viking Honour -  new packaging in shops from April.
     
  • Highland Park 18 year old Viking Pride -  new packaging in shops from July.

According to my calculations the other 7 whiskies in the core range are - Highland Park Dark Origins, 10, 15, 21, 25, 30 and 40 year old expressions and these will start appearing in the new packaging in the next 8 to 12 months, the "Viking Noble Virtue" for the remaining whiskies has yet to be revealed but if you cant wait I would guess they will each have or be related to one of these virtues:

  • Courage
  • Truth
  • Honour
  • Fidelity
  • Discipline
  • Hospitality
  • Self Reliance
  • Industriousness

You will find the current Highland Park whisky range including the new packaging as it starts to be rolled out from the end of this month available from specialist online whisky retailers such as Master of Malt
 

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