Highland Park has released a new travel retail exclusive whisky called Light of Orkney 11 Year Old, now available worldwide. The single malt is the distillery’s youngest expression and is priced at US$55/£44.
The whisky is meant to introduce travelers to Highland Park’s sweet and smoky profile, according to the company. It’s matured for 11 years in a mix of sherry-seasoned American and European oak, bourbon casks, and refill casks.
Related: Nestlé sponsors coffee break at consumer forum
A flavor built for first-time buyers
The resulting liquid combines caramelized sweetness with bright citrus and what the brand calls subtle floral smoke from Orkney heathered peat. Officials say the expression is designed to offer an accessible entry point into the distillery’s portfolio while encouraging shoppers to trade up to older bottlings later.
The launch takes visual cues from Orkney’s long summer days. The packaging uses a layered strata pattern meant to reflect the changing colors of the island’s moorland and coastline. It is a detail that is part of a broader push to catch shoppers’ attention in busy duty-free aisles.
Related: Exploring the Benefits of Travel News
Positioning in a crowded category
Light of Orkney is the youngest whisky in Highland Park’s range. That positions it as a budget-friendly option for travelers who may not know the brand. But travel retail remains a crowded space for single malts. Many distilleries offer exclusives at similar price points, making differentiation key. Highland Park’s entry at this level gives it a chance to reach new drinkers, though it will compete with well-known names in tax-free shops.
Kasper Andersen, Edrington’s regional managing director for Western Europe and global travel retail, said in a statement that the whisky is “a great place for travel retail consumers to start exploring Highland Park’s signature sweet-smoky flavor.” He also noted the expression will help anchor the travel retail range and support consumer trade-up across different shopper missions.
Related: 7 Surprising Facts About Travel News You Never Knew
In-store activations planned
Highland Park plans to back the launch with a program of in-store activations and visibility campaigns throughout the year. The goal is to drive awareness among international travelers passing through airports and other duty-free locations.
The whisky’s price point — $55 or £44 — puts it against other entry-level single malts in travel retail, a segment that has grown steadily as airlines and airports expand their premium offerings. Travelers in major hubs are likely to see it on shelves alongside other Highland Park bottlings, with the brand betting that lower cost and a lighter style will pull in new fans.