The Highland Park Single Cask series has made its debut in Middle East travel retail with the launch of two exclusive bottlings for luxury spirits retailer Le Clos. The special editions, both 15yo, are drawn from casks #2911 and #3445, with only 162 and 306 bottles available respectively.
The launch is supported by a high-profile promotional activation at Le Clos stores at Dubai International. This draws heavily on Highland Park’s heritage as the Orkney malt with Viking history. The activity features Viking-style longboats and every shopper who purchases a bottle of the Le Clos edition receives a Nordic rune stone, which is then translated into a numerical code and attempt to unlock treasure chests containing a variety of prizes.
Top prize is a trip for two to the Highland Park distillery on the island of Orkney, while some runners-up will receive Highland Park branded merchandise.
Le Clos is running the campaign from 14 December with two exclusive 15yo bottlings
The competition runs from 14 December and is supported both in-store and online through Le Clos’ website. Customers can purchase online through Le Clos’ Click & Collect service, where a team member will meet them as they arrive at Dubai International with their bottle and the rune stone.
Edrington Europe, Middle East and Africa Travel Retail Commercial Director Kasper Andersen said: “We are delighted to partner with Le Clos for the launch of the Single Cask Series in the Middle East. Le Clos’ enviable track-record for launching highly collectible items and their commitment to consumer engagement and retail excellence makes them the ideal partner to bring this new range to life. Given the tremendous popularity of previous Highland Park Single Cask expressions we are confident that this launch activation can mark an important chapter in the brand’s growth in the Middle East.”
The campaign aims to “strengthen Le Clos’ reputation as a go-to destination for premium and collectible single malt”
Le Clos General Manager Ben Odgers added: “The Highland Park Single Cask Le Clos Edition offers whisky connoisseurs a unique opportunity to own an extremely exclusive expression from this illustrious brand. The launch competition is an additional way for us to reward our customers. This activation further strengthens Le Clos’ reputation as a go-to destination for premium and collectible single malt and builds on our excellent partnership with the team at Edrington.”
The retail price for these limited editions is AED650/US$180.
Rare and fine: Fewer than 500 bottles of the two special editions are available
