However, for a number of years we have been running limited production runs using 100% Orkney peated malt. We normally mixed the heavily peated malt produced at the distillery with unpeated malt produced by our supplier. We have produced some different styles of new make over the years. Presumably the production process for making new make spirit is the same, so any differences in the resulting liquids are primarily a function of cask choices and maturation regimes. While the core range has stayed relatively focused on age statements ranging from 10 to 40 years, there have been several dozen special bottlings, many with Viking themes, i.e., the Valhalla Collection, Norse Heroes, etc. JM: Highland Park has seen a significant expansion in the range of its expressions. Our whisky is genuinely crafted and made by the modern-day descendants of Vikings. A recent DNA study proved that 1 in 3 people living on Orkney have Viking ancestry. We are fiercely proud that Orkney has never been part of the establishment – we have always been a band apart. In 1468, Orkney became part of the Kingdom of Scotland, however the local Orcadians still feel a strong connection with their Viking heritage. Vikings were well travelled and settled on Orkney as craftsmen, farmers and tradesmen. JC: From circa AD 800 to 1468, the Orkney Islands were owned and ruled by Viking Kingdoms of Denmark and Norway. What made you choose Viking themes in marketing Highland Park and its whiskies? There really isn’t any association between whisky and the Vikings. JM: The Vikings figured prominently in the history of the Orkneys, but the Vikings themselves drank beer and wine. We feel strongly that Orkney is our main USP (Unique Selling Proposition), as it affects our flavor directly and makes us different from all other single malts. Our location and our people are the main reasons that our whisky tastes the way it does. We have focused on the main reasons that we are different. The industry has moved on from a generic selling of Scotland to a more specific approach to place. JC: That is an excellent question and the short answer is yes. In emphasizing the Orkney’s Viking heritage and associating Highland Park with that heritage are you in a way going back to that original practice of emphasizing the primacy of place? Today, marketing focuses more on the whisky and on the distillery where it is made as well as the lifestyle choices it implies. Over the last several decades the industry has moved away from that. Advertisements were imbued with Scottish themes, kilts, bagpipes, Scottish stags, etc. Take advantage of any number of our catering services and allow for us to supply you with great food and exceptional customer service.JM: Historically, the Scottish heritage of Scotch whisky figured prominently in the industry’s marketing. Whether you are hosting for a baptism, funeral, graduation or anniversary, here at Highland Park Market we aim to take away the added pressure of your day with our wide selection of prepared foods and fresh platters. Life is full of occasions that can be stressful. Additional appetizers include pork or seafood stuffed mushrooms, potato skins and pigs in a blanket, all of which are made right here in our deli. We offer a variety of chicken wings and boneless tenders with a number of sauces whether you are looking for something hot and spicy or tangy and sweet. Having people over for the big game? Our selection of hot appetizers is the perfect way to satisfy any group. From recipes like chicken marsala and sirloin tips to shrimp scampi and pecan encrusted salmon, we use only the finest ingredients including Bell and Evan’s Chicken, Foley Fish, Certified Angus Beef and Connecticut Grown Produce. Made by our own in house chefs, these meals are the next best thing to your own kitchen. Whether you are entertaining a crowd of two or fifty, our homemade hot meals can be ordered for any size event. Let Highland Park Market be the first stop the next time you have to entertain ensuring that you can be a guest at your own party! Our platters showcase a decadent selection of premium meats and cheeses as well as fresh vegetable and fruit platters complimented with store-made dips that will excite your taste buds.
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