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Talisker kicks off first cocktail competition
Diageo-owned single malt Scotch Talisker has launched its first cocktail competition, encouraging UK bartenders to join the ‘Race to Skye’ by creating a serve that evokes the brand’s new ‘Made by the Sea’ campaign.
The ‘Made by the Sea’ message builds on the Talisker distillery’s Isle of Skye location and the “maritime sea salt flavour” and “smooth, smoky finish” of the single malt.
As part of the campaign, adventurer Sam Branson joined Talisker brand ambassador Ervin Trykowski for a trip to Skye to learn about the brand’s production. Materials from the trip have been made available for consumer and on-trade education about the whisky.
In the on-trade, the ‘Made by the Sea’ campaign includes the first-ever Talisker cocktail competition.
To participate, bartenders in Edinburgh, Glasgow, Manchester, Bournemouth, Bristol and London should email an image of their original serve, along with details of method and ingredients, to a Diageo Reserve GB brand ambassador.
Ten bartenders from each city will be invited to compete in a regional heat, with the winner of each going on to take part in a final challenge on the Isle of Skye.
The winning bartender will be awarded the title of Talisker Ambassador and will have a role communicating the ‘Made by the Sea’ campaign.
In addition, they will receive an “enhanced PR campaign” to raise their profile in the drinks sector.
“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,” said Nick Temperley, head of Diageo Reserve GB.
“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.”
The ‘Made by the Sea’ campaign and the ‘Race to Syke’ cocktail competition follows a renewed push from Diageo around its #LoveScotch drive, which included the launch of International Scotch Day in February 2017.