Product Launch - TRAVEL RETAIL: Edrington's Highland Park The Warrior Series

By | 22 February 2013

Click through to view Edringtons Highland Park The Warrior Series

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Edrington's Highland Park The Warrior Series

Category - Spirits, whisky, Scotch, single malt, all 40% abv

Available - From April

Location - All European travel retail markets with an extended release in the summer

Price -  Svein, EUR40 (US$52.64) per one-litre bottle; Einar, EUR53 per one-litre bottle; Harald, EUR75 per 70cl bottle

Distribution - Maxxium Travel Retail

Edrington is to release the first three bottles in its six-part Warrior Series, initially exclusive to European travel retail.

Svein, Einar and Harald plays on Scotland's Norse history and is a branding first for the Scotch distiller, Edrington said today (22 February). “The Warrior Series is a natural progression for Highland Park, both in brand terms and in global travel retail,” the brand's global marketing manager Gerry Tosh said.

The remaining three bottles will be released in the summer, Edrington said.

Edrington released Caribbean rum Brugal Siglo de Oro in travel retail channels last year.

Show the press release

 

HIGHLAND PARK UNLEASHES THE WARRIORS ON EUROPEAN TRAVEL RETAIL 

Multi award-winning single malt whisky Highland Park has announced a new era in European Travel Retail with the launch of The Warrior Series, a range of six single malts whiskies showcasing the very best of Highland Park.  The range is driven collectively by their flavour, for the first time allowing Highland Park to take the palate on a taste journey like no other.

Initially exclusive to European Travel Retail, the Warrior Series offers a spectrum of flavour grounded in Highland Park’s gently smoky but surprisingly sweet character.  Beginning with lighter vanilla and citrus flavours and moving to more complex, richer and sweeter flavours, the palate experiences a full flavour journey from start to finish. 

This taste journey has been achieved by increasing the quantity of European oak sherry seasoned casks as you move up the range thus delivering the distinctive Highland Park signature taste.  Due to the premium nature of these specific casks, they are comparatively scarce and their contents rare.

Commenting on The Warrior Series, Gerry Tosh, Global Marketing Manager, said, “The Warrior Series is a natural progression for Highland Park, both in brand terms and in global travel retail.  By continuing the celebration of our rich and distinctive Norse heritage we are able to tell stories which bring the brand and its products to life.  To further this evolution, the whisky maker has crafted six individual whiskies which collectively offer drinkers a new style of taste journey, still classically Highland Park from start to finish, but giving them a different and holistic experience.”

Representing a collective of powerful and iconic products, the Series brings together stories and characters which bring to life Highland Park’s heritage and distinction in an innovative and creative way.  The iconography featured in the range is taken directly from Viking history.   Highland Park has strong Norse and Viking roots and this is celebrated in this series, which focuses on key characters from this era, famed for their warrior skills and legends.

Glen Williams, Managing Director Maxxium Travel Retail, said, “We are delighted to have been offered the opportunity to handle the first three products from this exclusive range from a major brand like Highland Park. It not only complements the substantial selection of spirits and liqueurs that we are renowned for promoting through our travel retail outlets but will also help the Highland Park brand to continue its growth along with that of our channel.”

The initial launch phase will see the first three expressions of The Highland Park Warrior Series released. 

Svein was the ultimate Viking chieftan whose exploits lie at the heart of the Orkneyinga Saga and his appetite for adventure and merriment are legendary. 

Einar was the joint Earl of Orkney from 1014.  A hard and successful Viking, often venturing on many long voyages, he was relentless in his rule and clearly identifiable by his mighty axe. 

Harald was an incredibly important character in the founding of the Orkney earldom, as well as having a major role in the development of Viking history.  King of Norway, Harald Fairhair was famed for his army, which was revered across the world at that time. 

The second phase of release, to occur over the summer, will see the introduction of three further expressions globally, continuing the story of the Warriors and taking the range to a total of six whiskies.

Both Svein and Einar are available in 1litre bottles at €40 and €53 whilst Harald is a 70cl bottle priced at €75.

Ends

Tasting notes

SVEIN

Appearance: full golden, clear and bright

Bouquet: Orange peel, cassia bark, wintergreen, fruity (pineapple and red currants)

Palate: Initially smoky and vanilla, dusty wood (pencil shavings), crème brulee

Finish: Sweet and spicy (cracked black pepper), oaky and lingering

EINAR

Appearance: Rich golden, clear and bright

Bouquet: Pineapple, spicy, wood smoke, dried peel and golden syrup

Palate: Initially smoky and vanilla, citrus peel develops 

Finish: Vanilla sweetness and lingering smokiness

HARALD

Appearance: Dark golden, clear and bright

Bouquet: Vanilla, ginger root, peat smoke, dried strawberries and sandalwood

Palate: Victoria sponge, grated nutmeg with a hint of lavender

Finish: Complex and spicy with hints of 

For more informatio

Notes to Editor:

Highland Park:

Established in 1798 on Orkney, Highland Park is one of the most remote Scotch whisky distilleries in the world.  For over 200 years, the distillery has combined time old tradition and the very best craftsmanship to achieve perfection.   Its range of 12, 15, 18, 21, 25, 30 and 40 year old single malts is consistently acclaimed by connoisseurs and experts.  Highland Park has won a string of prestigious awards across its portfolio, most recently including category winner at the 2011 World Whisky Awards for its 25-year-old single malt and ‘best whisky in the world 2009’ for its 21-year-old expression in the World Whisky Awards, as well as four double gold awards in the San Francisco World Spirits Competition 2009.

Five keystones contribute to making the Best Spirit in the World:

Hand-turned malt adds to the deliciously succulent, balanced layers of aromatic character found in Highland Park single malt Scotch whisky

Aromatic peat gives a delectably seductive, luxuriant floral sweetness to Highland Park single malt Scotch whisky

Cool maturation enhances the smooth character of Highland Park single malt Scotch whisky

Sherry oak casks contribute to the distinctive richness and multi-dimensional complexity of Highland Park single malt Scotch whisky

Cask harmonisation ensures consistency and balance in Highland Park single malt Scotch

 

Original source: Company Release

Expert analysis

Edrington Group in Spirits (World)

Facing challenging conditions in core markets, Edrington is under growing pressure to diversify its operations in terms of both product offer and geographic reach. This profile analyses the strongest opportunities for developing the company’s existing offer in both established and new markets, and considers the most attractive options for extending its reach into new categories.

Sectors: Product launches, Spirits

Companies: Edrington, Highland Park, Maxxium

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