Whisky maker Highland Park has been defined by many facets throughout its 227-year-old history. At its heart lies a deep connection to Orkney — an untamed archipelago off Scotland’s northeastern coast, where the wild North Sea shapes both land and spirit. Tempered by the Gulf Stream, the region’s temperate climate provides ideal conditions for whisky maturation, while the island’s unique heather-rich peat imparts a delicate floral smokiness unlike any other. Together, these natural elements forge Highland Park’s unmistakable character, a whisky born of its rugged yet beautiful homeland.
Just as the relentless Orkney winds have shaped its flora and fauna, they now carry the winds of change, bringing a new look to Highland Park. Gone, though not entirely, are the swirling Viking patterns, a beloved, almost traditional signature among diehard fans, on the bottle and in came a smooth minimalist bottle. The labels take a contemporary turn, brightened and livened with heather-flecked labels as an inviting embrace to a wider audience than the previous masculine-charged appearance. At the bottle’s bottom half are the singular H logo and “Product of Orkney” text, proudly and distinctly emblazoned to pay tribute to the distillery’s homeland and new chapter.
“For Highland Park, everything comes back to Orkney, from how we craft our whisky, to how it gets its distinctive taste to the incredible community of people who do things their own way. We’ve been here for more than 200 years, and the beauty and creativity of our island home continue to inspire us, as does the unique flavour of the local heathered peat, which, with the new packaging design, is now celebrated, front and centre. We’re excited to share this new design direction for Highland Park, which truly reflects the freshness and modernity of our Orkney home,” shares Highland Park’s global brand director, Paul Condron.
The reinvigoration begins with Highland Park’s core range of 12-, 15- and 18-year-old Single Malt Scotch whiskies, and extends throughout its global travel retail exclusive editions of 14-, 16- and 18-year-old whiskies. The brand’s award-winning whisky remains unchanged as its signature floral smokiness envelopes the other flavours and aromas of the sherry-seasoned oak cask matured whisky.
“Our 12-, 15- and 18-year-old whiskies sit as the heart and soul of the Highland Park brand. Orkney’s heathered peat gives us our subtly smoky flavour and is as unique as the place it’s made. We know that’s what our community really love about Highland Park. With the packaging update, we have a great opportunity to celebrate a new look, while continuing to share the distinctive, consistent whisky we’re famed for. It’s a flavour that just can’t be replicated anywhere else in the world,” remarked Highland Park’s master whisky maker, Gordon Motion.
Beginning with the 12-Year-Old, Highland Park’s core range showcases its whisky’s evolving depth and complexity. The fresh and zesty expression radiates a natural golden hue. Its spicy-sweet warmth is subtly laced with aromatic smoke thanks to a balance of first-fill, sherry-seasoned European and American oak casks. This is later rounded out with refill casks for a smooth, approachable finish. The 15-Year-Old deepens the intrigue with a heightened 44 per cent ABV as its deep golden natural colour emanates a complex and lively interplay of warm vanilla and bright citrus notes. Finally, the 18-Year-Old, the distiller’s most highly awarded whisky, delivers an indulgent depth of flavour held in its glowing amber colour. Intense layers of rich fruit and spice are evident from a higher proportion of first-fill European oak sherry casks. The notes are tempered and rounded out with the addition of sherry-seasoned American oak casks and refill casks that unfold into an effortlessly smooth and lingering finish.
With this refreshed design, Highland Park is able to strike an equilibrium between heritage and modernity. The modern and cleaner aesthetic signals Highland Park’s intent to reach a newer audience and those discovering it for the first time. Old fans of the brand are not forgotten either, as the distiller continues to honour its Orkney roots and remain steadfast in its way of craftsmanship, along with the singular influence that is shaped by its island home.
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