Highland Park reveals Viking Legend rangeBy Nicola Carruthers
Highland Park has unveiled the first bottling in a special edition range inspired by Viking history at the same time as rebranding its 12-year-old and 18-year-old core expressions.
Valkyrie is the first in a series of three Viking Legend releases and will be followed by Valknut and Valhalla in 2018/19.
Danish designer Jim Lyngvild, an expert in Norse mythology, has designed the new packaging for the new single malt range.
Valkyrie’s one-off design is inspired by two Nordic sources – a typical Viking pendant from around 300-700AD discovered in Uppland, Sweden and the ancient Hammar Stone of Gotland, which details the journey of the Valkyries.
Using embossed metallic detailing, Lyngvild represents the Valkyries as shield-maidens of Odin, offering their god a drink of mead from a curved horn. The larger illustration features a winged Valkyrie with coiled hair and a necklace that pays homage to the goddess Freya’s magical Brísingamen torc (necklace).
Jason Craig, Highland Park brand director, added: “The whisky itself, created by our master whisky maker, Gordon Motion, dials up more of our smoky notes by incorporating more of our heathery peated malt. This creates a richer, fuller phenolic note that has balance due to the sweeter, heathery character of our moorland peat but it is a slight departure from our core 12 Year Old whisky.”
Highland Park Valkyrie will launch in over 15 markets at an RRP of £55.00 for a 70cl bottle.
In addition, the new cartons for the brand’s 12 and 18 Year Old whiskies pay homage to the ancient Viking legend of a lion locked in an battle with the forces of evil in the form of serpent-like dragons.
The statement ‘Made with Pride on Orkney’ will feature on the side of each carton as a tribute to the men and women of Orkney who produce the brand’s single malt.
The whisky profile for both single malts remains unchanged, with each variant being given a sub-brand name as a tribute to the first Viking pioneers who settled on Orkney.
Craig added: “The new packaging includes a new, wider bottle, a metallic label design that complements the glass, embossed with a contemporary looking logo as well as a premium ‘Torq’ closure to keep the whisky safe. All of which, we believe, will add consumer interest and excitement around the brand.”
The new packaging for Highland Park 12 Year Old will begin to appear on shelf in the UK this month while Highland Park 18 Year Old will be out later in the year.