Highland Park announces the arrival of Loki to Canada, the second coveted whisky in the acclaimed Valhalla Collection

TORONTO, Oct. 29, 2013 /CNW/ - Loki, considered one of the most treacherous and mischievous characters in Norse mythology, is the inspiration behind a new release in Highland Park's Valhalla Collection.

Like its predecessor Thor, Loki takes inspiration from the legendary Nordic gods of old and continues to advance the groundbreaking achievement that is The Valhalla Collection. While unquestionably Highland Park, Loki mirrors its unpredictable, shape-shifting namesake by teasing and tricking the senses. As with the trickster god of fire himself, all is not as it seems: Loki seemingly changes shape at every turn from the nose to the palate to the finish.

Bottled at 48.7% abv., this 15-year-old, limited edition single malt comes housed in the same unique and award-winning wooden frame as Thor, echoing the fearsome contours of a traditional Viking long ship. Loki will be available Fall/Winter 2013 in the Canadian market.

"Thor was the first of its kind, a true quality malt built around an individual's personality. This proved massively successful and Thor sold out globally. Loki will continue to take Highland Park and The Valhalla Collection into new territory, " said Gerry Tosh, Global Marketing Manager, Highland Park. "While everyone will recognize the definite Highland Park traits of this 15-year-old single malt, it will be the unexpected and surprisingly smoky dynamics that will really please palates and get people talking."

"In Canada, we continue to see strong growth in the whisky category and a growing appreciation for premium Scotch," said Ivano Taranto, Market Manager, Canada, The Edrington Group. "Through product and design innovation, we continue to offer the market exciting and rare whiskies. We are proud to offer Canadians the opportunity to access Loki. This unique collector's piece is a must-have for those who love Highland Park."

Tasting Notes:

Nose: A spirited lift of dried bitter orange that quickly turns into lemon peels. Cardamom notes trick then tease the nose, before an enticing hit of gingerbread develops. With water, liquorice and aromatic smoke are both unleashed.

Palate: The true shape-shifting ability of Loki springs to life on the palate. Its waxy texture is amplified by an intense smoke that doesn't appear on the nose, shattering the light citrusy illusion of the aroma. All is not what it seems. The smoke fades as liquorice and rich spiced apple flavours come out to play. Lemon and grapefruit are consistent throughout this elusive, yet intriguing character. With a touch of water, lingering notes of melted dark chocolate over spent embers leave a soft smoky impression.

Finish: As Loki departs, he leaves behind toasted cloves, hickory smoke and soft vanilla. It is constantly changing, from appearance to finish. Loki is an enigma and truly another whisky of the gods.

More details can be found at www.whiskyofthegods.com.

About Highland Park
Established in 1798 on Orkney, Highland Park is one of the most remote Scotch whisky distilleries in the world. For over 200 years, the distillery has combined time old tradition and the very best craftsmanship to achieve perfection. Its range of 10, 12, 15, 18, 21, 25, 30 and 40 year old single malts is consistently acclaimed by connoisseurs and experts. Highland Park has won a string of prestigious awards across its portfolio, including category winner at the 2011 World Whisky Awards for its 25-year-old single malt and 'Best Whisky in the World 2009' for its 21-year-old expression in the World Whisky Awards, as well as four double gold awards in the San Francisco World Spirits Competition 2009.

About The Edrington Group
The Edrington Group owns some of the leading Scotch whisky and rum brands in the world, including The Macallan, Brugal, The Famous Grouse, Cutty Sark and Highland Park. In addition to its core brands, Edrington acquired Snow Leopard vodka in 2013.

Edrington directly controls its route to market in eight countries, and operates the remainder through joint venture and third party agreements. Over the past five years the company has increased the international nature of its business through the acquisition of the Brugal and Cutty Sark brands and sales and distribution companies in key markets.

Edrington is headquartered in Scotland and employs more than 2,000 people worldwide, with over 60 per cent employed overseas. Edrington is owned by a charitable trust, The Robertson Trust, which donated £15.3 million to a variety of charitable causes last year.

About Beam Canada Inc.
As one of the world's leading premium spirits companies, Beam is Crafting the Spirits that Stir the World. Consumers from all corners of the globe call for the company's brands, including Jim Beam Bourbon, Canadian Club Whisky, Sauza Tequila, Pinnacle Vodka, Courvoisier Cognac, Maker's Mark Bourbon, Knob Creek Bourbon, Laphroaig Single Malt Scotch Whisky, Teachers Scotch Whisky, Kilbeggan Irish Whiskey, Cruzan Rum, Banff Ice vodka, Alberta Premium Canadian Whisky and Skinnygirl Cocktails.  Distribution partnerships in Canada include: The Macallan and Highland Park Single Malt Scotches, The Famous Grouse, Brugal Rum and Bols Liqueurs.

Image with caption: "Highland Park Loki bottle (CNW Group/BEAM Global Canada Inc.)". Image available at: http://photos.newswire.ca/images/download/20131029_C6680_PHOTO_EN_32477.jpg

Image with caption: "Highland Park Loki (CNW Group/BEAM Global Canada Inc.)". Image available at: http://photos.newswire.ca/images/download/20131029_C6680_PHOTO_EN_32653.jpg

SOURCE: BEAM Global Canada Inc.

For further information:

Matt Juniper / Michelle Saba
PRAXIS PR
905.949.8255 ext. 225/242
matt@praxispr.ca /michelle.saba@praxispr.ca

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BEAM Global Canada Inc.

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