Highland Park is currently implementing a refreshed packaging design for its classic whisky range, which includes the 12 Year Old, 15 Year Old, and 18 Year Old editions, as well as travel retail selections like the Land of Orkney 14 Year Old, Sea of Orkney 16 Year Old, and Sky of Orkney 18 Year Old. This new design pays homage to Orkney’s “ethereal light and invigorating climate,” utilizing a modern, vibrant color palette that resonates with contemporary consumer trends in food and drink sustainability.
Highland Park’s updated packaging subtly reflects the flavor profile of Orkney peat smoke, featuring heather-flecked labels and cartons along with a revitalized Highland Park logo. Importantly, it also incorporates a refined wood-grain pattern, which draws inspiration from the sherry-seasoned oak casks used in aging the whisky. This attention to detail aligns with ongoing advancements in sustainable packaging within the food and drink industry.
The square-shaped glass bottle has been streamlined to allow the natural hue of the whisky to stand out. Notably, “Product of Orkney” is etched into the glass, celebrating the whisky’s unique provenance and enhancing its appeal to environmentally conscious consumers.
To complement the redesign, Highland Park has launched an advertising campaign featuring “a cast of real-life Orkney local legends.” This initiative underscores the brand’s commitment to authenticity and originality in food and drink marketing.
Paul Condron, brand director at Highland Park, remarked: “Highland Park has always been an incredibly special whisky, but Orkney is what makes it special. In this campaign, we’re paying tribute to our Orkney roots, but also setting a tone for the future, embracing the very real charm and originality of the place we are lucky enough to call home.” By connecting with local heritage and sustainability, Highland Park is strategically positioning itself in alignment with evolving food and drink consumer trends.