Maxxium UK has joined forces with Scottish airline Loganair in a marketing deal that will see livery for Highland Park single malt Scotch whisky emblazoned across aircraft.

Maxxium said the partnership, confirmed yesterday (2 November), would celebrate both brands' heritage with Scotland's Orkney Islands.

Gordon Muir, senior brand manager for malt whiskies at Maxxium UK, said: "The unique Orkney peat that we cut from our own moor and use to malt our barley, the sea spray that drifts over the islands, and the cool, consistent climate all play a critical role in the flavour of Highland Park, so the islands are central to our identity and to our whisky."

Highland Park will also be promoted on board Loganair-operated British Airways flights throughout Scotland. The agreement will continue until 2009.

Highland Park is owned by Scotch whisky producer The Edrington Group, which is one of the four shareholders in the Maxxium distribution network.