If travel retail spirits brands are willing to engage with their customers more, they will succeed in the exciting brand evolution of the drinks industry because premiumisation is driving spirits value and growth.
The potential for brand strategy, marketing and advertising can be found in travel retail airport design. Premium brands have embraced these developments in packaging design and brand activation programmes in airports across the globe.
Today's consumers are looking for provenance, authenticity, heritage and quality.
Highland Park offers these values and is the most northern whisky distillery in Scotland. It is located on the Orkney Islands, close to the capital of Kirkwall and is one of only two distilleries on the islands. Highland Park is also one of the oldest whisky distilleries in Scotland and was established in 1798 by Magnus Eunson. It is currently owned by Edrington and has an annual production capacity of 2.5 million litres. Highland Park has grown rapidly to become one of the best selling single malt whisky ranges in the world.
The Warriors Series brand capitalises on the strong Nordic heritage and history of the Orkney Islands.
We were briefed to create an impactful brand activation toolkit that would maximise duty-free travel retail visibility so that air travellers would stop, engage in the process to appreciate the product and purchase the premium whisky brand.
The brand strategy, design for POS and packaging for the Warrior Series is a natural progression for Highland Park, both in brand terms and in global travel retail marketing. By continuing the celebration of a rich and distinctive Norse heritage we were able to tell stories which bring the brand, the packaging design and whisky products to life.
Our internal process of renewal allows us to continually benchmark and write about the best in class retail brands in many market sectors across the globe. Please take a moment to review the projects duty-free section of this website.
Why not call us and talk about your retail brands or design renewal programme, digital and social media requirements.