Highland Park with a new vision in Bulgaria - personally presented by legendary brand ambassador Martin Markvardsen

The twelfth edition of Whiskey Fest Sofia brought together whisky enthusiasts from across the country, and one of the most anticipated events of the festival was the special tasting with Martin Markvardsen - Highland Park’s longest-serving brand ambassador.

His presence turned the festival into a true celebration for Bulgarian connoisseurs and marked the official presentation of the Scottish distillery’s new identity, which will be available in Bulgaria starting in 2026. Inspired by the natural beauty and creative spirit of Orkney, the refreshed packaging celebrates the many ways in which the Islands’ unique location and community continue to inspire Highland Park to craft a different kind of whisky.

“This is my third visit to Bulgaria, and it was a true pleasure to return once again. Your country is a very important market, where whisky knowledge is truly impressive, and for which we have created several unique single cask editions. Bulgarian whisky lovers are always among the most enthusiastic I meet around the world. It is an honour for me to share with them the philosophy and taste of Highland Park - a whisky that stays true to its roots and traditions,” shared Martin Markvardsen during the tasting.

During the event, Markvardsen introduced whisky lovers to Highland Park’s refreshed visual identity, spoke more about the philosophy behind the new packaging design, and explained why the distillery decided to make this change. Inspired by the natural beauty and creative spirit of its home in Orkney, the packaging new design paying tribute to Orkney’s ethereal light and invigorating climate, while nodding to Highland Park’s unique heathered peat flavour. With his characteristic charm and expertise, Martin Markvardsen shared impressive moments from the distillery’s 220-year history and revealed the magic of Orkney - the islands whose winds, distinctive heather peat, and spirit inspire every drop of this exceptional whisky. Guests had the opportunity to taste five outstanding Highland Park expressions - the 15yo, 18yo, and 21yo, along with one Single Cask and one Cask Strength whisky. Each expression reflects the brand’s dedication to craft and creativity.

Highland Park is part of Coca-Cola HBC Bulgaria’s 24/7 portfolio and continues to impress connoisseurs in the country with its exceptional combination of tradition, character, and passion.

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