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September 30, 2020

Edrington’s Highland Park Cask Strength Release No 1 single malt Scotch whisky – Product Launch

Edrington has added a limited edition cask strength bottling to its line of Highland Park single malts.

By Patrick Scott

Edrington’s Highland Park Cask Strength Release No 1

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Category – Spirits, whisky, Scotch, Islands, single malt, 63.3% abv

Available – From this week

Location – Available globally from specialist spirits outlets in the off-premise channel

Price – In the UK, SRP of GBP60 (US$77) per 70cl bottle, also available in 75cl bottles depending on market

Edrington has added a cask strength bottling to its permanent line of Highland Park single malts.

Highland Park Cask Strength Release No 1, which launches this week, is a no-age-statement expression sourced from liquid matured at the Orkney distillery in “predominantly” Sherry-seasoned American oak casks. The new Scotch is being lined up to be produced in batches going forward.

“A cask strength whisky is very much made the traditional way, but it doesn’t have to be enjoyed so,” said the brand’s master whisky maker, Gordon Motion. “Its full flavour allows you the control to discover the taste and strength that appeals to your palate by adding ice or water according to your preference.”

Earlier this year, Edrington, which also owns The Macallan single malt, posted a 6% increase in sales from the 12 months to the end of March. Highland Park was flagged as having had a difficult year, however, due to intensifying competition in its key markets of the UK and the US.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
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