HIGHLAND PARK REACHES OUT TO RECORD AUDIENCES AT HAY

Highland Park’s sampling platform, Keynotes, enjoyed record attendance figures at this year’s Hay Festival, aided by over 250,000 visitors to the ten day festival.

The festival saw the return of the popular Highland Park Keynotes, a series of free intimate performances from some of the Festival’s most recognised artists, combined with the opportunity to sample a complimentary dram of Highland Park 12 year old, known as ‘the greatest all-rounder in the world of whisky’.* The Highland Park Keynotes marquee saw over 15,000 brand interactions and 15 incredible performances over six days. 

The Festival, situated in a small Welsh village, has grown considerably since taking off in 1988. It is now taken internationally to 12 countries and has positioned itself as one of the most important literary events in the world, being described as “The Woodstock of the mind” by ex President Bill Clinton.

This year saw headline performances from Bob Geldof, David Bailey, Chris Evans, Kevin McCloud, Brian Cox, Ralph Fiennes, Rob Lowe and Gillian Anderson who were joined by a host of Nobel Laureates and some of the world’s leading authors.

The Keynotes area had an international feel with performers hailing from eight different countries, including leading British scientist Marcus du Sautoy, comedian David Baddiel, script writer and author of ‘About Schmidt’ Louis Begley and Hanif Kureishi, one for the 50 greatest British writers since 1945.  Each artist gave short readings from their novels or shared their thoughts on subjects as diverse as mathematics, the US-Mexico border, human rights, the first British art movement, sex and class conflict in 90’s Pakistan, foreign encounters in Egypt and Muslim prejudices to name only a few.

Peter Sandstrom, Marketing Director at Maxxium UK ltd said: “Highland Park has a strong relationship with the world of literature. We are delighted with the reception Highland Park Keynotes received at this year’s Hay Festival, allowing us to reach out to consumers who share our passion for literature and appreciate a good dram.  The campaign has bolstered our brand awareness south of the border and we look forward to taking Keynotes to further literature festivals later this year.”

Please enjoy our brand responsibly. www.drinkaware.co.uk

www.highlandpark.co.uk

Notes

*Quoted by Michael Jackson, Malt Whisky Companion

Maxxium UK:

About Maxxium

·         Maxxium UK Ltd is part of the global sales and distribution alliance between Beam Global Spirits & Wine Inc and The Edrington Group.

·         Its UK portfolio of premium brands includes: blended Scotch (The Famous Grouse and Teacher’s), malt whisky (Highland Park, Laphroaig, The Macallan, The Glenrothes and Ardmore), imported whiskey (Jim Beam, Maker’s Mark, Knob Creek, Canadian Club), cognac and brandy (Courvoisier and Fundador), sherry (Harveys), vodka (Stolichnaya), tequila (Sauza), rum (Brugal and Cruzan), liqueurs and specialities (Sourz, Bols liqueurs, Galliano, Vaccari, After Shock).

·         Across Maxxium’s whisky brands, including Blended, Malt and American, Maxxium has the leading portfolio in the UK market, attracting over 9 million drinkers annually  (GB TGI 201, Q1).

·          2 in every 3 whisky drinkers drink a Maxxium brand  (GB TGI 2011, Q1).

·         In the retail arena, 1 in every 4 whisky shoppers purchase a Maxxium brand (Kantar July 2010).

·         The whisky category is declining 3% on last year, however The Famous Grouse has shown the strength of a premium brand growing by 13% (March 11 CGA/ April 11 Nielsen).

·         Maxxium UK can deliver leading innovation to the market, The Black Grouse is the No. 1 Scotch whisky launch in recent times (March 11 CGA/ April 11 Nielsen).

·         Visit www.mixxit.co.uk for further details.

 
Highland Park:

Established in 1798, Highland Park is one of the oldest Scotch whisky distilleries. More important than age though, is the combination of traditional whisky-making techniques with obsessive attention to detail that has made Highland Park arguably the most respected single malt in the world.

Highland Park’s five keystones:

Hand-turned malt adds to the deliciously succulent, balanced layers of aromatic character found in Highland Park single malt Scotch whisky.

Aromatic peat gives a delectably seductive, luxuriant floral sweetness to Highland Park single malt Scotch whisky.

Cool maturation enhances the smooth character of Highland Park single malt Scotch whisky.

Sherry oak casks contribute to the distinctive richness and multi-dimensional complexity of Highland Park single malt Scotch whisky.

Cask harmonisation ensures consistency and balance in Highland Park single malt Scotch whisky.