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Highland Parks 18 million masterplan

Published:  23 July, 2008

Scotch producer Highland Park is aiming to double annual sales and break into the world top ten malts list with an 18 million global investment plan.

A new oval bottle and fresh packaging have been designed by pearlfisher, at a cost of 750,000. The label no longer shows the Orkney island image, but focuses on the Highland Park brand name.

Highland Park is marketed and distributed by Maxxium UK, and brand manager Gordon Muir said: The new investment plan is, without doubt, the most ambitious in the brand's 200-year history, and we're hugely excited about the brand's new packaging and marketing support for the trade.'

Highland Park has enjoyed its best year to date, with sales up 17% compared to last year.