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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