The Edrington portfolio is blessed with some of the world’s finest malt whiskies – Highland Park and The Glenrothes, and Naked Grouse blended malt a strong player in the increasingly important contemporary whisky category. This is a range of our malt whiskies that meets the widely differing demands of discerning consumers around the world. We are increasingly focusing investment in digital channels, allowing us to have a direct conversation with the consumer.
Brand investment in our malts increased by 27% over the past year, which was rewarded with a healthy increase in contribution.
Last year witnessed Highland Park auction prices soar, putting the brand in the top five in the world, and demand for our new 50-year-old considerably outstripped supply.
After last year’s accelerated growth for Highland Park, this year will see a greater focus on our ultra-premium and prestige portfolio.
The year has started on a high with the opening of the first ever Highland Park shop in Orkney’s capital, Kirkwall. With 200,000 cruise line visitors to the island every year, this will bring the Viking Soul and passionate spirit of the brand to new consumers from around the world.