Blog: Chris MercerHighland Park's big night out

Chris Mercer | 1 October 2010

Edrington Group stands to make GBP2.75m (US$4.3m) if it can sell all 275 bottles of its new Highland Park 50 Year Old. just-drinks went along to see what all the fuss is about.

The high and mighty of whisky world were out in their gladrags in Harrods, London, last night to witness the launch of Highland Park 50. Wolf-whistles filled the air as global Highland Park brand controller Matthew Turner unveiled (literally, from under a silk cloth) the oldest whisky bottled at the Orkney-based distillery.

This whisky, unsurprisingly, has an intense flavour profile and the skill of craftmanship and hard labour that has gone into its solid silver bottle design is really impressive.

However, what I am left wondering - what I am often left wondering at such moments - is whether any alcoholic drink can really justify this kind of price tag. I mean this as no disrepect to Highland Park, but I'm just not sure.

In the end, I suppose, there are enough mega-rich in this world for it to be a case of 'if you build it, they will come'. And who can blame anyone for spotting an opportunity like that?

Still, it's a nonsensical world we live in. At the same time that Edrington Group was launching Highland Park 50 Year Old for GBP10,000 per bottle, the International Labour Organisation was delivering its dire assessment for employment prospects across much of the developed world over the next five years.

Recession is a strange business.


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