Anyone who’s been drinking whisky for a few years now will no doubt have noticed “change”. Brands have changed their packaging and labels. Distilleries have changed their core-range or introduced new expressions into their line-up. Prices have changed. Distillery Managers and Brand Ambassadors have changed. According to some, whisky itself has changed! Another key area that has changed (and will continually evolve and change) is whisky’s marketing. In particular, each whisky brand’s image can change. And few brands can match the change in persona that has overcome Highland Park.