Highland Park has launched its Travel Retail Exclusive Collection in Asia at Hong Kong International Airport through a partnership with Duty Zero by cdf.
Highland Park, a Scotch whisky distillery based in Kirkwall, Orkney, is known for its ties with Viking history. The collection, which draws inspiration from animals that held iconic status for the Vikings, debuted in travel retail in July 2018. It was highlighted by Edrington Asia Travel Retail at this year’s TFWA Asia Pacific Exhibition.
The range sees the re-introduction of age statements and comprises four expressions: Spirit of the Bear, 14yo Loyalty of the Wolf, 16yo Wings of the Eagle and 18yo Old Viking Pride Travel Edition.
The line features new packaging and bottle designs aimed to bring Highland Park’s travel retail offer in line with the brand’s domestic range.
To support the launch in Asian travel retail, promotional sites are in operation at Duty Zero by cdf’s main departures and arrivals stores at Hong Kong International Airport until the end of October.
Inspired by Highland Park’s Viking roots and ‘A tribe apart’ brand message, the activations invite travellers to discover the Viking codes that best relate to them. Customers can pick a drawer and select the luggage sticker featuring the animal graphics (wolf, bear or eagle), corresponding to the Viking values that each one of them represents.
Customers spending HK$580 (€64, US$74) and above, and including a whisky purchase from the new Highland Park Travel Retail Collection, will receive a GWP Weekender bag.
Edrington Asia Travel Retail Commercial Director Marcelo Colombo said: “Given the growing momentum behind the Highland Park brand in Asia, we’re excited to launch the new Travel Retail Exclusive Collection in the region, initially through Duty Zero by cdf, the ambitious retail joint venture between China Duty Free Group and Lagardère Travel Retail.
“The collection delivers a step-change in storytelling and range navigation and we’re confident that this activation brings these elements to life through strong engagement and excellent visibility.”