Highland Park GTR range reaches Asia

Edrington Group has announced the launch of the Highland Park travel retail exclusive collection in Asia, via a partnership with retailer Duty Zero by CDF at Hong Kong International Airport.

Drawing inspiration from animals that held status for the Vikings, the range debuted in the channel in July 2018.

The collection sees the re-introduction of age statements and comprises four expressions: Spirit of the Bear, 14 Years Old Loyalty of the Wolf, 16 Years Old Wings of the Eagle and 18 Years Old Viking Pride Travel Edition. The line also features new packaging and bottle designs which bring Highland Park’s travel retail offer in line with the brand’s domestic range.

To support the range’s Asia travel retail launch, promotional sites have been installed at Duty Zero by CDF’s main departure and arrival stores in Hong Kong International Airport. They will be in situ until the end of October. 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 and above, including a whisky purchase from the new Highland Park Travel Retail Collection, will receive a Weekender bag.

Edrington Asia travel retail commercial director, Marcelo Colombo, says: “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.”

10 October 2018 - Sam Coyne The Drinks Report, editor