Scotch whisky Highland Park, distributed by Maxxium UK, is to be headline sponsor of the venue for the Edinburgh International Book Festival.

This is the fourth year that Highland Park has sponsored the venue, the 'Spiegeltent', Maxxium UK said today (4 August).  It houses the festival's bar and café and will host Highland Park sampling.

The festival runs from 15 to 31 August and accommodates 200,000 book lovers.

Jen McLaren, assistant brand manager for Highland Park, said: "Research has shown us that literature rates highly as a key interest for malt drinkers and the Book Festival offers us a strong opportunity to engage with our core audience and create a managed, quality sampling experience."

Since undertaking the sponsorship activity, Highland Park sales have increased. Off-trade sales of Highland Park 12 Year Old rose by 36.5% between July 2007 and September 2008.

Highland Park is owned by The Edrington Group, which jointly owns Maxxium UK with Beam Global Spirits & Wine.