To celebrate the launch, we hosted a spectacular immersive event inspired by the concept of ‘unexpected contrasts’ – to highlight the harmonious yet complex balance of flavour in the liquid. This was hosted at Trinity Buoy Wharf in London whereby consumer luxury, trade and international media were some of the first in the world to taste the new expression.
Our guests started their’ journey as they experienced a luxury Highland Park whisky tasting on a fully-branded boat from Canary Wharf pier to a private dock where it continued at the only lighthouse in London, The Chainstore.
Once inside the venue, guests were taken on an immersive journey which told the story of Highland Park and transported them to the wild environment of Orkney.
This kicked off with an interactive ice carving session, emulating the icy winds of the Scottish islands, followed by foraging for herbs and plants unique to Orkney as part of an incredible garden with over 1,000 real plants installed.
Both elements were used to create delicious, bespoke Old Fashioned cocktails later on.
This was followed by the ultimate dining experience with extravagant freshly grilled-food originating from Orkney prepared by Michelin-starred chef, James Cochran, finished with a vertical tasting of Highland Park’s prestige portfolio – including the 54 Year Old itself.
We secured a stellar spread of coverage, totalling 28 pieces – landing stand-out hits across the likes of The Scotsman, Elite Traveler, The Luxe Review, Luxurious Magazine and Gentleman’s Journal. We didn’t stop there, as we bagged a smashing broadcast hit on BBC Radio Orkney where they gave a glowing assessment of the liquid.
We also got trade media excited about the launch, securing coverage across all key drinks trade titles, including The Spirits Business, The Drinks Business, The Whisky Business and Drinks International, to name a few.