Highland Park has unveiled a new look for its existing range of global travel retail exclusive 14-, 16- and 18-year-old single malt scotch whiskies, first revealed during a private media session at the TFWA World Exhibition in Cannes.
Inspired by the natural beauty and creative spirit of its home in Orkney, the new packaging features subtle bands of strata patterns capturing Orkney’s unique climate and environment with three different versions: 14-year-old Land of Orkney takes inspiration from the contrasts in the land, 16-year-old Sea of Orkney captures the vibrancy of the sea, and the 18-year-old Sky of Orkney features the dramatic skies for which the islands are known.
Rolling out globally from late 2024, the reinterpreted design celebrates the unique Orkney provenance and community that inspires it to make a different kind of whisky.
Highland Park was founded 226 years ago in Orkney, an archipelago off the northeastern coast of Scotland.
The warming waters of the Gulf Stream create a temperate climate that’s ideal for the long aging of whisky, while trees find it difficult to grow in Orkney’s windy weather, meaning the islands’ peat is infused with floral heather, rather than woody roots. This peat is used to create a distinctive whisky with a subtle hint of aromatic smoke that cannot be replicated anywhere else in the world.
The new packaging design pays tribute to Orkney’s “ethereal light and invigorating climate” color palette, while nodding to the influence behind Highland Park’s unique flavor with heather-flecked labels bearing the updated logo.
The colors of the Orcadian landscape and the influence of the wind are captured across the outer packaging’s strata patterns, bottle label and capsule details.
The distinctive glass bottle shape has been updated to allow the natural color of the whisky, derived entirely from the cask, to shine through. Further celebrating the whisky’s unique provenance, a “Product of Orkney” icon has been cut into the glass.
Martin Markvardsen, Highland Park Brand Ambassador, introduces the new Highland Park redesign at the TFWA World Exhibition in Cannes.
Highland Park’s Global Brand Director, Paul Condron, said, “For Highland Park, everything comes back to Orkney, from how we craft our whisky, to how it gets its distinctive taste, to the incredible community of people, who do things their own way. We’ve been here for more than 200 years, and the beauty and creativity of our island home continues to inspire us, as well as the unique flavor of the local heathered peat, which, with the new packaging design, is now celebrated, front and center. We’re excited to share this new design direction across our Global Travel Retail whiskies for Highland Park. The new look reflects the freshness and modernity of our Orkney home.”
Highland Park’s Master Whisky Maker, Gordon Motion, said: “It’s Orkney’s heathered peat that gives us our subtly smoky flavor and it’s as unique as the place it’s made. We know that’s what our community really love about Highland Park. With the packaging update, we have a great opportunity to celebrate a new look, whilst continuing to share the distinctive, consistent whisky we’re famed for. It’s a flavor that just can’t be replicated anywhere else in the world.”
As part of Highland Park’s continued commitment to sustainability, the redesigned bottles are presented within 100% recyclable cardboard cartons, made from FSC-certified forests.
