Travel Retail and Duty Free Business Intelligence    Saturday 30 April 2016


Highland Park shows its Warrior spirit with new single malt range

Published: 22/02/13

Source: ©The Moodie Report

By Rahul Odedra, Senior Reporter

"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"
Gerry Tosh
Marketing Manager
Highland Park
Highland Park has launched a new range of single malt whiskies, The Warrior Series, drawing on the Norse heritage and historical figures associated with the distillery’s Orkney Islands home.

Initially available exclusively in travel retail channels in Europe, the range will consist of three single malts, to be made available in the coming months. A further three will be released in the second half of the year.

The range was launched last night in London. Highland Park Marketing Manager Gerry Tosh explained how the whiskies – Svein, Einar and Harald – are named after Viking and Norse figures, tying in with the history of the Orkney Islands, where the single malts are created.

He also detailed how the tastes have been developed by varying the balance of American oak and European oak sherry-seasoned casks, with more emphasis on the latter moving up the range.

Both Svein and Einar are available in one-litre bottles at €40 and €53 respectively, while Harald, in a 70cl bottle, is priced at €75.

“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,” said Tosh

“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.”

Maxxium Travel Retail Managing Director Glen Williams 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."

The stories behind the names

Svein is often described as the ultimate Viking chieftain, whose exploits lie at the heart of the Orkneyinga saga (a historical narrative of the history of the Orkney Islands).

Einar was the joint Earl of Orkney from 1014. Renowned for often venturing on long voyages, he was relentless in his rule and associated with the giant axe featured on the malt's label.

Harald was an 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 one of the greatest of the ninth century Scandinavian warrior chiefs.