Ignition creates Highland Park retail fixture for Taiwan Taoyuan Airport
Highland Park has unveiled a new branded retail fixture in Taiwan Taoyuan International Airport.
The installation showcases Highland Park’s nomination as ‘The Best Spirit in the World’ by US Spirits writer F. Paul Pacult.
Edrington’s Keith Bonnington explained: “The ‘Best Spirit’ accolade that we received from Spirits Journal allows us to make a big statement in a market where premium brand status is paramount. Taiwan is a fast-growing market for Highland Park, as is Travel Retail, so supporting the brand in this environment makes great commercial sense for us.”
Ignition’s Andy Stephenson, commented: “We’ve used the installation to communicate succinctly that the combination of aromatic heather peat and sherry-seasoned oak casks makes Highland Park unique in the world of whisky. This approach gives Highland Park’s retail displays a clearer role in communicating brand messages. If this installation proves effective, we hope the concept will be rolled out to airports in other markets as our Travel retail displays for The Macallan have been.”