During a time when in-person connection was nonexistent, Highland Park asked Soho to design a virtual tasting experience to bring together lovers of Scotch whisky and bold flavor.
Soho tapped into the community of Orkney, Highland Park’s home, for inspiration. The island, known for its ruggedness, is also known for its inviting people. The Weather the Winter virtual event series invited groups of friends, old and new, to brave the harsh winter together, just as the Orcadians do, savoring life’s warmest moments through an experience built around Highland Park’s 12 Year Old liquid.
Events were led by Global Brand Ambassador, Martin Markvardsen, and attendees received a kit to support their experience including branded tasting glasses, a luxe beanie, keepsake matches, and artisanal culinary items. Four toasty tastings were successfully executed, with 364 kits delivered in total.