Edrington UK has appointed celebrated bartender Michael McLellan as the latest UK national brand ambassador for Highland Park.
McLellan started his career in Edinburgh, working in some of the most celebrated cocktail bars in the city, such as The Bon Vivant and Lucky Liquor Co., before moving to Newcastle and eventually down to London.
There he took on the role of head bartender at acclaimed cocktail and steak restaurant Hawksmoor Spitalfields before moving to the famous East London speakeasy Happiness Forgets.
He arrives at Highland Park as the brand ‘embarks on a transformation journey, refreshing its take on authenticity and meaning and renewing its brand values and aspirations’.
“Mike will be responsible for advocating for Highland Park’s products and increasing brand awareness in the UK, helping to educate consumers and bar staff about the magic of Highland Park’s whiskies, leading whisky tastings, and attending trade shows, seminars, and workshops,” said Edrington.
“As the face of the Highland Park brand in the UK, he is also responsible for consumer engagement programs, bringing the brand to life in the minds of consumers.”
Head of Advocacy at Edrington UK, Andrea Montague, said: “I am delighted to welcome Mike into our growing advocacy team. He arrives at a pivotal time for Highland Park, where increased focus and support are needed. A dedicated Brand Ambassador in Mike will help us demonstrate our commitment to Highland Park in the UK market as we go into next year.”
Mike himself commented: “I am hugely proud to be the ambassador for such a distinguished and historic brand. I have been utterly fascinated with whisky since I first stepped behind a bar. From the way it connects us to our traditions and history to the immense value it holds in shared rituals of kinship, bringing people together both at times of celebration and commiseration.
“I look forward to working with the Highland Park team to create an inspiring advocacy platform which will champion Highland Park’s Orkney home whilst highlighting the creativity, bravery, and progressive nature of the Island’s community. We have lots planned for 2024, and it will be an exciting year.”
