LONDON — Highland Park, the whisky brand owned by spirits firm Edrington, which also has The Macallan and The Famous Grouse in its stable, has appointed Alfred as its retained global PR agency after a three-way pitch.

Alfred has been briefed to deliver a global communications programme spanning strategy, content creation, brand and talent partnerships and events, with a focus on reaching urban consumers with the single malt Scotch brand’s new platform, ‘A Wild Harmony’.

The campaign will be rolled out across Highland Park’s key markets, including the UK, US, China, France and Germany, in partnership with the brand’s local agencies.

Highland Park senior brand manager Wendy Harries Jones said: “This is a pivotal and exciting time for Highland Park as we embrace our new brand platform and focus on bringing our Orkney magic to cities across the world. Alfred has demonstrated a total understanding of our unique positioning and how to elevate this through multiple channels by connecting with global trends.”

Alfred deputy MD Lucy Newson added: “As soon as we met the Highland Park team we felt their ambition and passion for the brand. We approached the brief from our ‘Movements Not Moments’ perspective, with a long-term approach that would connect with new audiences and make a genuine impact on the future of the brand. We’re excited to see our partnership come to life this year and beyond.”

The brand joins other recent wins for Alfred including Sainsbury’s Tu and Miniclip.