Scottish-based whisky and rum distiller Edrington has showcased its malts at Harrods in London this month.

The luxury store has been dominated by the single malt scotch whisky Highland Park, inviting visitors to explore the story of Dark Origins and the inspiration behind this whisky – founder and distiller Magnus Eunson. The brand thus gained prime visibility in London.

Spirits company Maxxium UK created window displays, a ‘dark room’, and presented the brand’s many accolades. The event generated positive media coverage following the trade launch by Daryl Haldane.

Maxxium UK is working on another project: The Macallan Luxury Lifestyle Lounge in Harrods for July 2015. Customers can look forward to a ‘privileged customer’ event, which encompasses displays of The Macallan and an exhibition of the Masters of Photography.

The lounge will, among other things, offer its attendees personal grooming advice for men, positioning The Macallan alongside other bespoke luxury lifestyle brands.

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