Highland Park thinks making whisky is like recording music – it’s all about “getting your levels right.” So it has introduced Highland Park Full Volume.
The inspiration for the packaging comes from old fashioned guitar amplifiers and to illustrate the synergy of music and whisky, the dials on the side indicate the different measures of Bourbon, peat, vanilla and fruit flavors.
Jason R. Craig, Brand Director, Highland Park, commented:
“There are lots of similarities between creating single malt whisky and music. In music, amps and equalizers restore balance by fine tuning frequencies to alter tone and character. It is a similar role when creating a new whisky.
“The Music Producer makes sure that music is balanced at every level – even at full volume! While pushing up the volume can result in distortion, loss of subtlety or at worst a brash cacophony of unbalanced sounds, it’s a real skill to create a perfectly balanced piece of music.
“Similarly, the Master Whisky Maker must have a profound understanding of the material he is working with when putting together a whisky. He is responsible for balancing every individual wave of flavor in the whisky – allowing each to find its ideal place in the harmonized final spirit – a true craftsman.”