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Highland Park is also one of the oldest whisky distilleries in Scotland and was established in 1798.
Highland Park Whisky
Travel retail spirits brands that actively engage with their customers are well-positioned to thrive in the evolving drinks industry, where premiumisation is driving both value and growth. Airports have become a key platform for brand strategy, marketing, and advertising, with premium brands embracing cutting-edge packaging designs and activation programs to capture the attention of global travellers.
Today’s consumers are increasingly drawn to brands that offer provenance, authenticity, heritage, and quality. Highland Park, a whisky distillery located on Scotland's Orkney Islands, embodies these values. Established in 1798 by Magnus Eunson, Highland Park is one of Scotland's oldest distilleries and one of only two on the Orkney Islands. Now owned by Edrington, it has an annual production capacity of 2.5 million litres and has grown into one of the best-selling single malt whisky brands worldwide.
Highland Park’s Warriors Series capitalises on the rich Nordic heritage and history of the Orkney Islands. When tasked with enhancing the brand’s visibility in the duty-free travel retail space, we developed a powerful brand activation toolkit designed to capture the attention of air travellers. The goal was to stop, engage, and immerse them in the brand experience, ultimately leading to a purchase of this premium whisky.
Our strategy for the Warriors Series included POS designs and packaging that reflect the brand’s natural progression, integrating the brand’s distinctive Norse heritage into global travel retail marketing. By celebrating these cultural narratives, we brought Highland Park’s stories to life through compelling packaging and brand storytelling, creating an immersive experience for consumers.
Our internal process of renewal allows us to continually benchmark and highlight best-in-class retail brands across diverse markets. Please explore the duty-free section of our website for more details on our projects.
