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Edrington follows Highland Park extension with Viking-themed revamp

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Edrington has unveiled a pack overhaul for its Highland Park Scotch whisky brand, with two expressions gaining "sub brand names".

Highland Park will highlight the Viking history of its home, Orkney

Highland Park will highlight the Viking history of its home, Orkney

The company, which earlier today launched the first of a three-strong extension of the brand, has repositioned Highland Park to emphasise the Viking heritage of its provenance. The Highland Park distillery is located on the northern Scottish island of Orkney, which was previously ruled by the Viking kingdoms of Denmark and Norway.

As part of the refresh, a wider bottle and metallic label will be phased in. The packaging will include embossed metallic detail along with the statement "Made with Pride on Orkney".

"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," said brand director Jason Craig. "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'."

Meanwhile the 12- and 18-year-old iterations of Highland Park will respectively gain the sub brand name Viking Honour and Viking Pride. Both terms originate from the Vikings' 'Nine Noble Virtues', Edrington said.

The rebrand kicks off this month with Highland Park 12-year-old, while the 18-year-old will be updated later this year.


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