26 February 2013 – Source: Presse release
HIGHLAND PARK UNLEASHES THE WARRIORS ON EUROPEAN TRAVEL RETAIL
Multi award-winning single malt whisky Highland Park has announced a new era in European Travel Retail with the launch of The Warrior Series, a range of six single malts whiskies showcasing the very best of Highland Park. The range is driven collectively by their flavour, for the first time allowing Highland Park to take the palate on a taste journey like no other.
Initially exclusive to European Travel Retail, the Warrior Series offers a spectrum of flavour grounded in Highland Park’s gently smoky but surprisingly sweet character. Beginning with lighter vanilla and citrus flavours and moving to more complex, richer and sweeter flavours, the palate experiences a full flavour journey from start to finish.
This taste journey has been achieved by increasing the quantity of European oak sherry seasoned casks as you move up the range thus delivering the distinctive Highland Park signature taste. Due to the premium nature of these specific casks, they are comparatively scarce and their contents rare.
Commenting on The Warrior Series, Gerry Tosh, Global Marketing Manager, said, “The Warrior Series is a natural progression for Highland Park, both in brand terms and in global travel retail. By continuing the celebration of our rich and distinctive Norse heritage we are able to tell stories which bring the brand and its products to life. To further this evolution, the whisky maker has crafted six individual whiskies which collectively offer drinkers a new style of taste journey, still classically Highland Park from start to finish, but giving them a different and holistic experience.”
Representing a collective of powerful and iconic products, the Series brings together stories and characters which bring to life Highland Park’s heritage and distinction in an innovative and creative way. The iconography featured in the range is taken directly from Viking history. Highland Park has strong Norse and Viking roots and this is celebrated in this series, which focuses on key characters from this era, famed for their warrior skills and legends.
Glen Williams, Managing Director Maxxium Travel Retail, said, “We are delighted to have been offered the opportunity to handle the first three products from this exclusive range from a major brand like Highland Park. It not only complements the substantial selection of spirits and liqueurs that we are renowned for promoting through our travel retail outlets but will also help the Highland Park brand to continue its growth along with that of our channel.”
The initial launch phase will see the first three expressions of The Highland Park Warrior Series released.
Svein was the ultimate Viking chieftan whose exploits lie at the heart of the Orkneyinga Saga and his appetite for adventure and merriment are legendary.
Einar was the joint Earl of Orkney from 1014. A hard and successful Viking, often venturing on many long voyages, he was relentless in his rule and clearly identifiable by his mighty axe.
Harald was an incredibly important character in the founding of the Orkney earldom, as well as having a major role in the development of Viking history. King of Norway, Harald Fairhair was famed for his army, which was revered across the world at that time.
The second phase of release, to occur over the summer, will see the introduction of three further expressions globally, continuing the story of the Warriors and taking the range to a total of six whiskies.
Both Svein and Einar are available in 1litre bottles at €40 and €53 whilst Harald is a 70cl bottle priced at €75.