Highland Park balances engagement of existing and potential consumers with the creation of a new and imaginative product.

We had the opportunity to join Highland Park last week for the launch of their latest whisky, Loki. This 15-year-old limited edition single malt whisky is part of a wider initiative that draws on the imagination of whisky makers and introduces the product into the lives of consumers and Highland Park has promised its consumers four whiskies inspired by a different Nordic god. A quote from Highland Park’s press release sums up how the flavor reflects the mythical Nordic god, characterized by mischievous qualities:

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