Diageo Reserve has announced an integrated campaign for its premium Scotch whisky, Talisker, designed to celebrate the brand’s homeland in Skye, Scotland, and tell its rich story.
Talisker single malt Scotch whisky, made on the remote and rugged Isle of Skye at the oldest distillery in the region has long celebrated its maritime sea-salt flavour and smooth, smoky finish, inspiring the new brand campaign, Made by the Sea.
Made by the Sea has been built on Talisker’s heritage, rooted in elemental adventure and comprises a content partnership with seasoned adventurer, Sam Branson, who joined Talisker brand ambassador, Ervin Trykowski for a trip to Skye to learn what it takes to be Made by the Sea.
The brand has rolled out an immersive series of materials documenting the adventure have also been produced to encourage consumers to join the journey and discover the Made by the Sea campaign for themselves.
In the on-trade, Diageo Reserve is educating bartenders about the spirit of Talisker, telling its story and now, welcoming them to be a part of its future. The brand is inviting bartenders to join ‘The Race to Skye’ in Talisker’s first cocktail competition, spanning six UK cities and culminating in a finale to be held in the Isle of Skye later this year.
Bartenders in Edinburgh, Glasgow, Manchester, Bournemouth, Bristol and London are challenged to create a cocktail that evokes the spirit of Made by the Sea. To enter, bartenders simply need to email a picture of the serve, ingredients and method to a Diageo Reserve GB Brand Ambassador.
Ten entries from each city will be selected, and the bartenders will be invited to compete in a regional heat. Six regional winners will then go on to the final challenge, which will be held in the home of Talisker, the Isle of Skye. The champion will be awarded the title of Talisker Ambassador and will support in telling the brand’s story and communicating the Made by the Sea campaign. The winning bartender will also enjoy an enhanced PR campaign to help raise their profile in the drinks industry.
Head of Diageo Reserve GB, Nick Temperley commented: “Talisker is a brand built on discovery and the new campaign, Made by the Sea, has been crafted to reflect this and invite the trade and consumers alike to join the journey. The integrated, multi-platform approach has enabled us to ensure we’re reaching as many people as possible to encourage both consumers and bartenders to experiment with what is a truly special liquid and support the growth of the broader Scotch whisky category.”