The Edrington Group has moved Murray Calder, the global marketing manager for The Famous Grouse to its Highland Park brand, where he will be marketing chief. His move coincides with Farm’s appointment to handle Highland Park’s advertising, following a competitive pitch (MW last week).
Calder has swapped roles with the global marketing manager of Highland Park, David White. Both Calder and White report to group sales and marketing director Bill Farrar.
Edrington is planning to make Highland Park, a single malt brand, into a global player, alongside The Famous Grouse and The Macallan Single Highland Malt.
Calder says the company is planning to increase investment in Highland Park in its key international markets, which include the US and the UK. Farm’s brief will be to work with Calder’s marketing team to develop a global positioning for the brand, and produce a campaign that will run globally.
“The new ad campaign will exploit the wild and windy charms of Orkney in Scotland, where it is distilled. This will be in contrast to the images of tranquil sunset that the brand was associated with in the past,” says Calder.
The Edrington Group also owns the Cutty Sark blended whisky brand.