Last week, Edrington unveiled a new whisky range, new packaging and a new brand position for its Highland Park single malt Scotch whisky brand. The Orkney-based distillery has created a back-story for Highland Park around the islands’ Viking heritage. just-drinks sat down with Highland Park brand director Jason Craig at the launch in Denmark to find out more about the thinking behind the re-launch.
“Highland Park was a brand that lacked emotion” – Interview, Edrington’s Highland Park brand director, Jason Craig
Last week, Edrington unveiled a new whisky range, new packaging and a new brand position for its Highland Park single malt Scotch whisky brand. The Orkney-based distillery has created a back-story for Highland Park around the islands' Viking heritage. just-drinks sat down with Highland Park brand director Jason Craig at the launch in Denmark to find out more about the thinking behind the re-launch.
May 3, 2017