UAE. Orkney single malt Scotch whisky Highland Park (Edrington Group) has partnered with three-Michelin-starred chef Björn Frantzén to unveil Between You and I: Journeys – a travel retail-exclusive 17 Year Old single malt.
Rather than prescribing standard tasting notes, Frantzén was invited to interpret the whisky through the lens of his own sensory and culinary journey. He drew inspiration from his own personal memories from winters spent in Stockholm to adventures in Tahiti, New York, Istanbul and Orkney – where he visited the Highland Park distillery and discovered the brand’s aromatic heathered peat first-hand.
In both the packaging and accompanying campaign, Frantzén shares his reflections, encouraging drinkers to do the same through the question: “Where will it take you?”
Between You and I: Journeys has pre-launched exclusively with Dubai Duty Free at Dubai International Airport in October. It is being showcased via a series of world-first activations across four high-profile sites in both arrivals and departures ahead of a wider travel retail roll-out.
In November, the whisky will take centre stage at Dubai Duty Free’s high-profile promotion space in Terminal 3, supported by immersive storytelling displays and exclusive gift-with-purchase tote bags.
The global roll-out will continue across key travel hubs, including Edinburgh, Shanghai Pudong and Singapore Changi airports from November through early 2026, positioning Between You and I: Journeys as a hero launch for the festive gifting season.
“We’re delighted to be the first travel retailer in the world to offer Highland Park’s fantastic new travel exclusive whisky,” commented Dubai Duty Free Senior Vice President Purchasing Sharon Beecham.
“At Dubai Duty Free, we’re constantly striving to delight our shoppers with exclusive products and world-first experiences, and we’re confident that Between You and I: Journeys will be a successful addition to our single malt line-up.”
Edrington Regional Managing Director Kasper Andersen commented: “Highland Park has a loyal, global fanbase and remains a strategic brand for Edrington Global Travel Retail.
“The brand continues to gather strong momentum in the channel, particularly since the rebrand last year, and our thanks go to Dubai Duty Free for their partnership in elevating this latest launch, which reflects our commitment to offering exclusive releases that resonate with travelling consumers.
“Between You and I: Journeys offers something truly distinctive to travellers seeking a whisky rich in craft and storytelling.”
Between You and I: Journeys was matured for 17 years in first-fill French oak casks seasoned with red wine, complemented by sherry-seasoned American oak and refill casks. It delivers a rich, fruity and layered flavour profile, designed to evoke a sense of discovery and memory.
The packaging, inspired by Frantzén’s sensory impressions, features six layered colours. Each colour represents a distinct memory and emotion, forming a visual metaphor for the whisky’s depth.
A reflective booklet replaces traditional tasting notes inside the pack, inviting travellers to engage with the whisky on a personal level through questions and prompts that connect flavour with memories and emotions.
Highland Park Brand Director Paul Condron commented: “This release is about using flavour to explore. In the complex flavours of Between You and I: Journeys, there are so many powerful associations to discover.
“It invites whisky lovers to expand their ideas of the whisky experience, enjoying it in a way that’s more personal, more emotional and deeply connected to the way in which flavour and scent have the power to transport us.”
Between You and I: Journeys is available exclusively in global travel retail from October, priced at US$195/£155. ✈
