BRAND GUIDELINES 2017

FOR INTERNAL USE ONLY – HIGHLY CONFIDENTIAL

page 1
CO N T E N T S

,
a n d f r e e
winle fdoot on the land, e sea
Ex u be ra n t

with o one i n t h

WELCOME TO TALISKER BRAND POSITIONING & ASSET REFERENCES

BRAND STORY & HISTORY COMMUNICATIONS PLATFORM Page 47
Page 4 - Brand Story Summary Page 17 - Target Consumer
Page 5 - Story in 10/30/60 Page 18 - Brand Wheel
Page 6 - Reasons to Believe Page 19 - Brand World
RECENT ACCOLADES
Page 7 - The History of Talisker Page 20 - Communications Platform Page 48
Page 21 - Cultural Opportunity Space

OUR WHISKIES FAQS

Page 9 - What Makes Talisker, Talisker? BRAND STATEGY & GROWTH DRIVERS Page 49
Page 10 - The Talisker Family Page 23-35
Page 11 - Trademark Flavour Profile
Page 12 - Tasting Notes
CONTACT DETAILS
Page 13 - Flavour Map
VISUAL IDENTITY GUIDELINES Page 50
Page 37-46

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 W E L CO M E T O TA L I S K E R

The
i n
K 'O g HELLO AND WELCOME TO TALISKER!
It takes a lot of time, patience and
a keen eye–and nose–for detail to create
TALISKER Single Malt Scotch Whisky.
As Distillery Manager at TALISKER, it is
my task to ensure that quality is king.
After all, no less a man than the Scottish

s
poet Robert Louis Stevenson regarded
TALISKER as “The King ‘O Drinks”.

k
TALISKER demands long hours and no

i n
compromises. We’re all part of the same

r
team, sharing the vision to make TALISKER
the number 1 Peated Island Malt in the

D
world. Those of you who have visited the
Isle of Skye off the coast of Scotland will
know what a special place it is. TALISKER is
the oldest distillery on the Isle of Skye and
has been MADE BY THE SEA since 1830.
Together we can help many more people
experience this rugged, yet beautiful place
not only by visiting our distillery but also by
enjoying our award winning whisky around
the world. I look forward to celebrating our
future success!

STUART HARRINGTON,
TALISKER DISTILLERY MANAGER

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BRAND STORY

be e n

e
s we' v e

d
y e ar
200

a
a l m ost

M Sea
F o r

by t h e
The oldest distillery on the Isle of Skye,
TALISKER has been an integral, and
essential part of island life since 1830.
Skye is an island of contrasts, from its
cloud-scraping, granite mountains to its
soft, golden sandy beaches. It’s in this
land of extremes that a small whitewashed
distillery stands proudly by the sea,
impervious to the elements.
As the storms and decades have swept
over the island, the small community here
off the west coast of Scotland has worked
tirelessly to perfect this iconic, and very
distinctive single malt. Just as the sea
has carved out the very coastline of Skye,
so too, has it shaped the whisky itself. In
fact few single malts tell the story of their
origin better than TALISKER. Its smell and
taste instantly connect the drinker with
the rugged coastal environment. Every sip
is a taste of Skye itself – a powerhouse;
challenging but adored, once discovered
rarely left.
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BRAND STORY (10/30/60)

10 30 60
Seconds
The oldest distillery on the Isle of Skye,
Seconds
The oldest distillery on the Isle of Skye,
Seconds
The oldest distillery on the Isle of Skye,
Talisker Single Malt Scotch Whisky has TALISKER Single Malt Scotch Whisky has Talisker Single Malt Scotch Whisky has
been “Made By the Sea” since 1830. In been “Made By the Sea” since 1830. In been “Made By the Sea” since 1830. In
fact, few single malts tell the story of their fact, few single malts tell the story of their fact, few single malts tell the story of their
origin better. Its smell and taste instantly origin better. Its smell and taste instantly origin better. Its smell and taste instantly
connect the drinker with the rugged coastal connect the drinker with the rugged coastal connect the drinker with the rugged coastal
environment. Every sip is a taste of the Isle environment. Every sip is a taste of the Isle environment. Every sip is a taste of the Isle
of Skye itself – a powerhouse; challenging of Skye itself – a powerhouse; challenging of Skye itself – a powerhouse; challenging
but adored, once discovered rarely left. but adored, once discovered rarely left. but adored, once discovered rarely left.
Like a warm welcome from a wild sea. Like a warm welcome from a wild sea.
The intense character of TALISKER comes
The intense character of TALISKER comes from fresh water drawn directly from
from fresh water drawn directly from underground springs next to the distillery,
underground springs next to the distillery, two very distinctive wash stills and wooden
two very distinctive wash stills and wooden worm tub condensers which, along with its
worm tub condensers which, along with its unusual ABV of 45.8%, help set TALISKER
unusual ABV of 45.8%, help set TALISKER apart from other malts.
apart from other malts.
In addition to its signature 10 Year Old,
Talisker produces a full range of single
malt whiskies at a range of price points
that will delight any drinker’s palate—from
the lively and approachable Talisker Skye
to the classic and rich Talisker 25 Year Old.
The perfect choice for consumers wanting
to explore island single malt whiskies.

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REASONS TO BELIEVE

u g g e d
R et autiful
y be
MADE BY THE SEA SINCE 1830 STRENGTH OF CHARACTER OUR FLAVOUR
Deep and stormy, like the ocean crashing Established by the intrepid MacAskilll TALISKER is an award-winning Single
over the rocky shores of its island home, brothers in 1830, TALISKER whisky has Malt Scotch Whisky with a unusual ABV
TALISKER whisky is produced at the been adored by many for its sea-salty nose, of 45.8%. It is a powerful and challenging
oldest distillery on the Isle of Skye, one peaty, smoky character and peppery finish whisky, full-bodied with a signature
of the most remote, rugged yet beautiful for almost 200 years. peppery and smoky sweetness. A whisky
landscapes in Scotland. Just as the sea once discovered, rarely left—like a warm
Like the view of the sea from our distillery
has carved out the very coastline of Skye, welcome from a wild sea.
doors, this whisky is complex, and takes
so too has it shaped the whisky itself, with
a while for your palate to appreciate
its smell and taste instantly connecting
some of the more salty, peaty notes.
the drinker with the coastal environment.
Each expression has its own forthright
This unique malt is distilled in the village personality, offering something distinct
of Carbost on Skye’s remote shores, beside from the rest, and yet they all belong to
Loch Harport in the shadow of the Cuillin the same breed –whisky for the adventurer,
mountain range. And for over 180 years, those happiest close to nature.
through fire, war and financial crises, our
distillation process has remained virtually
unchanged, producing consistently fine
whiskies in a typically Skylan triumph of
perseverance over adversity.

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 T H E H I S T O R Y O F TA L I S K E R

1825: 1898: 1941: 1997:

Brothers Hugh & Kenneth MacAskill row Allan merges with Thomas Mackenzie, Like so many others, TALISKER shuts TALISKER Distillers Edition is released
from Eigg to Skye to acquire TALISKER forming Dailuaine – TALISKER distilleries. down to conserve barley during the war. for the 1st time.
House and the north end of the Minginish TALISKER is now one of the best selling
peninsula on the rugged Isle of Skye. malt whiskies in the UK. 1960: 2011:
On 22nd November, a terrible fire TALISKER becomes the official sponsor
1830: 1900: destroys the still house. of the TALISKER Whisky Atlantic
TALISKER Distillery is built on the shores Success brings improved infrastructure in Challenge, a 3,000 mile ocean rowing
of Loch Harport, despite opposition the form of TALISKER distillery’s own pier, 1962: race across the Atlantic Ocean.
from the local clergy. tramway and worker housing. The distillery reopens after the fire with five
new identical copies of the destroyed stills. 2013:
1848-1880: 1918: TALISKER Storm, TALISKER Dark Storm
TALISKER Distillery is sold three times; Mackenzie dies and a consortium including 1972: (Duty Free Exclusive) and TALISKER
each resulting in bankruptcy, until in 1880 John Walker & Sons and John Dewar & Sons The original floor maltings are closed Port Ruighe are launched.
when Alexander Grigor Allan takes over. takes control. and the malt now comes from Glen Ord
Having traveled through the region, writer Maltings in the Highlands. 2015:
R.L. Stevenson states whisky, in particular 1928: TALISKER Skye is launched.
TALISKER, to be: “The King o’drinks A form of triple distillation, originally 1988:
as I conceive it.” used and common throughout Scotland is The Classic Malts Selection is introduced
abandoned, though without adverse effect. with TALISKER 10 Year Old included.
TALISKER still has an odd number of
Sources: Diageo Archive, malts.com stills today (5).
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 r
O whiskies
u

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 W H AT M A K E S TA L I S K E R , TA L I S K E R ?

MALTING MASHING FERMENTATION DISTILLATION MATURATION

During the first stage of During the second stage, the The cooled wort is filled into The fermented wash is then The final building block of
production, barley is steeped in malted barley is ground in a mill 8 wooden washbacks and yeast heated in a copper wash still to flavour comes from maturation
water to begin the germination to produce a course flour called is added. The yeast interacts separate out the alcohol from of the new make spirit in wooden
process. When the cell walls of grist. The grist is then fed into with the sugars in the wort and the water and condensed back casks. To be a Scotch whisky,
the barley are broken down, hot a mash tun and hot water from produces alcohol and carbon to liquid form in five traditional the spirit must sit in an oak
air and peat smoke are passed the Talisker distillery water dioxide. The mixture is now wooden “worm tubs” outside cask in Scotland for a minimum
through the barley to dry it. source, the underground springs called wash. The final result is the still house. The Talisker of three years, but Talisker
Talisker sources the majority that rise from Hawk Hill (Cnoc a liquid with about 8-9% alcohol wash stills are very tall with an tends to mature much longer.
of its medium peated malt nan Speirag), is added to dissolve by volume, and up until this exaggerated U-shaped bend in Maturation gives the whisky
(~18-22 ppm) from Glen Ord the sugars. The drained liquid, point, the process is fairly the lyne arm and a purifier pipe complexity, reduces harshness
Maltings in the Highlands. not too dissimilar to barley water, similar to brewing beer. Talisker at the bottom. This causes lots and contributes flavour. The
This contributes to Talisker is called the wort. undergoes a long fermentation of reflux back into the body of majority of Talisker is matured
Whisky’s unique flavour. of approximately 65 hours. the still to be redistilled (refines in American oak casks, although
fruity elements) but also means some offerings include the
minimal copper contact, which addition of European oak such
contributes to the sulphury as our annual Distillers Edition.
notes in the new make and the
signature pepperiness in the
mature spirit. The purifier pipe
adds oiliness. The liquid is then
distilled a 2nd time through one
of the spirit stills to yield a spirit
around 69% ABV.

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 T H E TA L I S K E R FA M I LY

d i s t i l l e r y' s
Talisker a collection
pow e r h o u se o f

10 YEAR OLD DISTILLER’S 18 YEAR OLD 25 YEAR OLD 30 YEAR OLD SKYE STORM PORT RUIGHE 57° NORTH DARK STORM NEIST POINT
Stalwart of the EDITION A wonderful Classic Talisker, An elegant and Well-balanced and An intensely Finished in port A cask-strength Matured in heavily- Combines spicy,
Talisker family, with Matured for sweetness and with a chili kick like complex expression approachable, with dark, smoky more casks, a toast to the offering that charred oak casks powerful, rich and
a spicy complexity, 10 years in American warmth, intertwined a mule. Sweet to with Talisker a lively interplay brooding Talisker Scottish traders who takes its name for an intensely sweet elements
peppery character, Oak, then double- with just a thread start, then develops hallmarks of between sweetness, with notes of wood, were instrumental from the remote smoky and spicy from a carefully
smoky smoothness matured for up to 6 of smoke. Rich to dry, toasty notes pepper and smoke smoke and spice. brine & spice that in establishing the and windswept flavour, like the selected palette
and sweet, lingering months in Amoroso and soft but with white pepper in a softer and puts you right port wine trade distillery’s latitude. wild, untamed of rare, smooth
peaty finish. still assertive. and chilies. subtler way. at the heart of combines the An untamed, spirit of a full-blown matured stocks.
Sherry Casks, offers
a storm at sea. powerful maritime natural expression storm at sea.
near perfection in
the bitter-sweet character of Talisker of Talisker Whisky’s
harmony of with succulent sweet full power.
smoke & fruit. notes of rich
berry fruits.

GLOBAL TRAVEL
EXCLUSIVES
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T R A D E M A R K F L AV O U R P R O F I L E

n t e n se
I and werful
Po
The Talisker family all have a peated,
smoky flavour. This flavour comes from
the peat burned during the malting
process, and carries on it the salted
smoke of an island battered by wind
and waves. Beneath the smoke you’ll
find soft fruits and cereal notes, and
in the older expressions a rich vanilla
imbued by the aging process.

PRIMARY FLAVOUR NOTES:

• Full Bodied & Smoky
• Peppery finish
• Maritime/salty notes
• Citrus

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 TA S T I N G N O T E S

TALISKER 10 YEAR OLD TALISKER DISTILLERS EDITION TALISKER 18 YEAR OLD TALISKER 25 YEAR OLD
Appearance: Brilliant Gold Appearance: Chestnut brown Appearance: Amber Appearance: Warm Gold
Nose: Powerful peat-smoke with a hint Nose: Extremely sharp, well focused. Nose: Rich and fruity, with sweet plums, Nose: Seaweed and old oranges, with
of seawater saltiness and citrus sweetness. Rambling smoke with a wonderful dried orange peel and toffee, a thread smoke in the distance and some chalk.
sultana sweetness. of smoke. Surprisingly fruity and juicy.
Body: Full & Rich
Body: Full bodied, clean yet rich. Body: Full-bodied & smooth. Body: Medium
Palate: A rich dried-fruit sweetness with
clouds of smoke, strong barley-malt Palate: Crisp peat softens to enormous Palate: Sweet in front, then more assertive Palate: Gentle start, with some acidity
flavours and an intense surge of pepper richness, with sweet roasty malt and a with a whiff of smoke. Develops toward and saltiness that immediately builds
at back of the mouth. heathery dryness. Sherry replaces the smoke, coal and coffee. in intensity. Extraordinary flavour
usual pepper with luscious, oily sweetness. development. Slow and sweet, then
Finish: Huge, long peppery finish Finish: Medium-length with the
kicks in peppery and hot with balancing
with an appetizing sweetness. Finish: Deep cocoa notes, fine vanilla characteristic chili “catch” in the finish
bitterness, salt and smoke.
and lingering earthy peat. Enormously
ABV: 45.8% ABV: 45.8%
chewable with great balance between Finish: Long, slightly bitter and very
Casks: Matured in American oak sweet and dry. Casks: Matured in a mixture of American drying with a little smokiness.
casks for a minimum of 10 Years. and European oak casks for a minimum
ABV: 45.8% ABV: 45.8%
of 18 years.
Casks: Matured for 10 years in American Casks: Matured in a mixture of American
oak casks, then finished for up to 6 months and European oak casks for a minimum
in Amoroso Sherry Casks. of 25 years.

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 TA S T I N G N O T E S

TALISKER 30 YEAR OLD TALISKER SKYE TALISKER STORM TALISKER PORT RUIGHE
Appearance: Full Gold Appearance: Bright gold with polished Appearance: Full gold Appearance: Dark, rich amber gold.
copper lights.
Nose: Vanilla, spice and a grapey, red wine Nose: Powerful, fresh and growing Nose: Instant, very well balanced and
note with faint smoke behind. Adding Nose: Citrus sweetness of fresh oranges in complexity like a gathering storm. sweet but not cloying. Like the sweet
water softens things and adds a spicy with maritime air of seaweed, driftwood Sweet maltiness with ripe red berry fruit, smokiness of a fading wood fire with
maritime note. and sea salt all backed by classic Talisker moving to smoke, brine and an explosion the fruitness of ripe plums.
notes of smoke and spice. of pepper.
Body: Medium Body: Medium
Body: Medium Body: Medium
Palate: Lively yet mature delight, like the Palate: Sublime, smoky and savoury.
favorite uncle you don’t see very often. Palate: Soft and sweet at first with subtle Palate: Mellow and rich, followed by Spicy pepper rapidly grows into peatiness,
Immediately sweet, rich, peppery and hot, smoke, like a beach bonfire lit in the a spicy Talisker heat. Tongue-coating as a creamy smokiness mingles with spice
with just the right amount of balancing distance. Quickly becomes more pungent sweetness joins a nutty smokiness to and dark fruits.
bitterness and salt with no rough edges. and savoury with a hot spiciness. embrace those spicier notes.
Finish: Long, memorable and mouth-
An underlying woody smokiness brings
Finish: Medium length with a lasting Finish: Medium-length with a lasting filling, leaving an appealing and intense
everything together.
smooth peppery finish and a late trace smooth aftertaste and hint of light peaty rich cocoa drying smokiness on the tongue.
Finish: Quite long and warming, gently of sweet smoke. burnt embers.
ABV: 45.8%
drying, with a hint of smoke in the moreish
ABV: 45.8% ABV: 45.8%
maritime aftertaste. Casks: Matured in American oak casks,
Casks: Matured in a combination of Casks: Matured in American oak casks then finished in port casks.
ABV: 45.8%
toasted and refill American oak casks. with higher proportion of toasted
Casks: Matured in a mixture of American casks selected for spiciness.
and European oak casks for a minimum
of 30 years.
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 TA S T I N G N O T E S

GLOBAL TRAVEL EXCLUSIVES

TALISKER 57° NORTH TALISKER DARK STORM TALISKER NEIST POINT

Appearance: Full gold. Appearance: Amber gold. Appearance: Deep yellow gold.
Nose: Clean and intense, with the light Nose: A salty, smoky edge combines Nose: Immediate traces of spent match
smoke of a struck match. Creamy toffee with hints of aromatic spices and oak, and peppery spice rise above clear
balanced by fruit. Hints of seaweed, developing into stewed apples. maritime notes of brine and seaweed,
heather blossom and vanilla. Hints of to introduce a sweet, soft malty layer
Body: Full
peppered oak and sea spray pounding of fresh baked bread and ripe red fruits,
against the stones. Palate: Exceedingly smooth and sweet, with a hint of wood.
with an intense vibrant combination of
Body: Medium Body: Full, clean yet rich.
fresh fruits, blackcurrants and liquorice,
Palate: Sweet, with smoke and tar slowly disappearing into a tempest of Palate: Sweet at first, then salty and slightly
exploding around the middle. Creamy rich spice. honeyed, then savoury—rather like highly
honey and lemon juice, notes of peppered seasoned potato chips—before giving way
Finish: Warm, lingering and
oak and spice, a little butter and plenty to dark chocolate laced with chili pepper.
powerfully smoky.
of dried wood.
Finish: Long & warming. Hot-smoked
ABV: 45.8%
Finish: Oily, tingling with the and minty, with hints of wood ash, dark
signature pepperiness. Casks: Matured in heavily charred chocolate, ginger and beach tar. Late chili
American oak casks. heat and a lingering savoury smokiness.
ABV: Natural Cask Strength, will vary
slightly with each release. ABV: 45.8%
Casks: Matured in American Oak casks. Casks: Matured in oak casks from a variety
of different wood types and ages.

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F L AV O U R M A P

SMOKY
TALISKER STORM

TALISKER
TALISKER 10 YO DISTILLER’S
EDITION  TALISKER 18 YO
TALISKER
NEIST POINT TALISKER 25 YO
TALISKER SKYE
TALISKER 30 YO

TALISKER DARK STORM

LIGHT

RICH
DELICATE

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 ra n d
B position i n g
and
m ons
u n i c a t i f o r m
co m pla t

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TA R G E T CO N S U M E R - U N D E R S TA N D I N G S CO T T

s t
Te imits his

L
WHAT YOU NEED TO KNOW ABOUT
SCOTT. GROUNDED, SELF-ASSURED,
AN ADVENTURER.
Scott plots his own path in life. He is not He knows Talisker for its strong
your typical 9-5 office worker that most reputation for quality.
of his friends are because that’s what’s
He values the brand’s authenticity
expected of him. He has a different mindset
and knows it to be one of the worlds
altogether that is more ‘get out and explore’
leading whisky.
- always searching for experiences.
The Isle of Skye distillery captures his
Scott’s constantly looking for new ways to
imagination, he wants to know more.
make him feel grounded, be it climbing
a mountain, camping in the forest or He likes the fact that he is ‘doing whisky
even going on long walks with friends. differently’ –he is not precious but open -
Regardless of the weather, being and minded about trying out new things – this
connecting with the great outdoors is important to the way he sees himself.
makes him feel most alive.
He has a passion for whisky. He openly
admits he does not know everything
about it, but enjoys the complexity of
the category and wants to know more.

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BRAND WHEEL

CONSUMER INSIGHT
In the monotony of our everyday routines,
it’s easy to lose sight of where we come from.
We yearn for the feeling of reconnection
that nature and its elements bestow.

BRAND ROOTS BRAND CHARACTER

In 1830 the MacAskill brothers
rowed across the Atlantic ocean
from the Isle of Eigg to establish
TALISKER distillery on the
Brand Purpose Personality
Grounded & Honest
Adventurous
Confident
TALISKER CHALLENGES YOU TO
shores of Loch Harport on Determined & Resilient
the Isle of Skye, Scotland. EXPERIENCE THE EXHILARATION
OF NATURE’S ELEMENTS.
The rugged Skye island battered by the sea, VALUES
is at the heart of our brand and liquid.
We never forget where we came from.
For over 180 years, through fire, war &
financial crises, our distillation process has We respect strength in adversity.
remained virtually unchanged, producing We take pride in having the courage
consistently fine whiskies. and conviction to always do
Renowned and adored for its powerful peat the right thing.
and sea-salt nose, TALISKER’S smoky
sweetness develops into warmth
with a huge, peppery finish. Like a
warm welcome from a wild sea.

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 TA L I S K E R B R A N D W O R L D

ra
B d n d
Worl

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CO M M U N I C AT I O N S P L AT F O R M

MadeSea
We’ve been in our element since the MacAskill Whether in terms of the unique salt tang,
brothers rowed across the ocean from powerful flavour and strong character that
Eigg to Skye to establish the TALISKER define our liquid...
distillery in 1830.
...or the dogged determination,
For almost 200 years we’ve been preseverance and resilience that are at the
MADE BY THE SEA. heart of our brand...
Every day we are exposed to the elements: ...or the way one little distillery has clung

by the to the rain,

to the wind,
to the waves,
enduringly to the shores of Skye for almost
200 years, enduring gales, storms, a fire,
and the ebb and flow of time and tide...
to storm tossed skies. TALISKER has been MADE BY THE SEA.
Every day the sea shapes who we are
and what we do...
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 C U LT U R A L O P P O R T U N I T Y S PA C E

El e m e n ta l
ure
Advent
• Engaging in the unknown
• Being present in nature
• Returning to simplicity
& essence of experience

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 d s t ra t e g y
ra n
B nd growth drivers
a

page 22
 S T R AT E G Y O N A PA G E

Vision
t e d i s la n d m a l t g l o b a l l y
T o be t h e # 1 p e a
TOP 5 MARKETS (90% OF VOLUME) F’17 TOTALS BRAND COMMUNICATIONS PLATFORM: “MADE BY THE SEA”
# 1 Europe (Led by GB, 62% VOL MENTAL AVAILABILITY PHYSICAL AVAILABILITY
France, Germany) 58% NSV

1 2 3
8% VOL
# 2 USA
14% NSV

# 3 Global Travel 14% VOL

10% NSV Drive brand awareness and Get more people Make Talisker visible and readily
4% VOL recruitment by bringing to try our whisky. available for purchase.
# 4 Australia
4% NSV “Made by The Sea” platform to life.

3% VOL
# 5 Japan DRIVERS
3% NSV

Talisker Whisky Atlantic Challenge Mentorship, Rituals, Distillery, Trade education, Menus & bespoke
Sponsorship, Digital Content & PR, 3rd Space Experiences. serves, Pricing & Promotion,
KEY FINANCIALS Influencer partnerships. E-commerce, Gifting, Visibility.
• 2.6% value share, 2.3% vol share of malts category
• #2 Peated Island Malt by Vol, #3 by Value
• 4 variants drive 90% of vol and 84% of NSV
(Skye, 10yo, Storm & Dark Storm)

COMPETITION
• Laphroaig
• Ardbeg
• Bowmore

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 B R A N D S TA G E G R O W T H M O D E L

STAGE 1: ESTABLISH STAGE 2: BUILD STAGE 3: REFRESH

DRIVE AWARENESS & CREATE TRIAL DRIVING MOMENTUM & SCALE KEEP RELEVANT AND DIFFERENTIATED
TALISKER share of the local Single
TALISKER is growing its share in the local TALISKER is atop brand in the
STAGE DEFINITION Malts category is either small
Single Malts category at pace. Single Malts category.
or non existent.

STRATEGIC
Build foundation & brand credentials. Accelerate growth. Maximize & scale.
IMPERATIVE

Mid-level awareness & trial. Priority on Mid/High awareness & trial. Drive
Low awareness & trial with low/no A&P.
PRIORITY OPPORTUNITIES driving recruitment through social, PR and further penetration through format/variant
But significant upside opportunity
& CHALLENGES for growth.
NAD innovation as well as 365 essentials extensions and culturally relevant activation
in top off & on trade outlets. and communications.

AGED: 100% AGED: 40% AGED: 30%

VARIANT FOCUS NAS: 0% NAS: 60% NAS: 70%

AGED: 10YO, Distiller’s Edition, 18YO, 25YO

SKU AGED: 10YO AGED: 10YO, 18YO, Distiller’s Edition NAS:
FOCUS NAS: N/A NAS: Skye or Storm • Domestic: Skye, Storm, Port Ruighe
• Global Travel: Skye, Dark Storm, Neist Point

STAGE 1 PLUS
• Expansion to premium on-trade
Commercial basics (365 essentials) and ALL STAGE 2 PLUS
• NAD innovation
KEY GROWTH DRIVERS sampling, with focus on off-trade and • Influencer partnerships
tla on-trade w/rituals. • Liquid to lips via 3rdspace activation
• Talisker Whisky Atlantic Challenge
(festivals, events)
• PR and targeted paid social

US, Netherlands, Italy, Japan,

EXAMPLE MKTS India, China, Taiwan.
Australia, Nordics.
GB, France, Germany, Global Travel.

High single digit malts category growth • >8k 9L cases of Talisker • Talisker is a top 3 priority malts brand
KPIS & consumer affinity for smoky whisky. • Talisker is a top 3 priority malts brand • >20k 9L cases of Talisker
• Positive malts category growth • Positive malts category growth

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 P O R T F O L I O S T R AT E G Y

GBT RECOMMENDATION IS TO FOCUS RESOURCES (TIME & INVESTMENT) BEHIND STRATEGIC VARIANTS AND
USE TACTICAL VARIANTS TO DRIVE TRADE-UP/IMPROVE MIX IN DEVELOPED MARKETS ONLY. TALISKER 10YO
IS THE ANCHOR, WITH KEY NAS (SKYE, STORM, DARK STORM FOR GT) PRIMARY RECRUITMENT VEHICLES.

INDEX VS PRICE
VARIANTS PRICE TIER CONSUMER ROLE CHANNEL(S)
TALISKER 10 PROMOTION RULES

Mass retail,
Main recruitment vehicle in all markets through
TALISKER SKYE 95% DISCOVERY Promo up to 15% Mass premiums &
accessible price point and taste profile.
below 10YO during e-commerce
STRATEGIC key selling periods
Drive exploration through differentiated Selected Grocery,
VARIANTS (PRIORITY TALISKER STORM 100% EXPLORATION
liquid (SMOKIER EXPRESSION). Specialists/
FOR DISTRIBUTION Independent liquor,
& FOCUS FOR No promo/No Top Premiums &
TALISKER 10YO 100% EXPLORATION Anchor variant; Establish credentials of brand.
INVESTMENT exceptions E-commerce

TALISKER DARK Drive exploration through differentiated liquid and Limited promo during GLOBAL TRAVEL
120% EXPLORATION
STORM (1L) exclusive distribution (SMOKIER EXPRESSION). key selling periods  EXCLUSIVE

TALISKER
Drive exploration & trade-up through differentiated No promo/No
DISTILLER'S 125% EXPLORATION
range and liquids (SHERRY CASK FINISH). exceptions
EDITION
Specialists/ Liquor,
TALISKER Drive exploration & trade-up through differentiated No promo/No
130% EXPLORATION Top Premiums &
PORT RUIGHE range and liquids (PORT CASK FINISH). exceptions
e-commerce

TACTICAL TALISKER No promo/No

170% EXPLORATION To be phased out in f’19
VARIANTS LAUNCH 57° NORTH exceptions

ONLY TO RECRUIT
Drive brand-building & luxury positioning No promo/No
NEW CONSUMERS/ TALISKER 18 250% TROPHY
through limited or exclusive distribution. exceptions
OCCASIONS
Drive brand-building & luxury positioning No promo/No Specialists,
TALISKER 25 700% TROPHY
through limited or exclusive distribution. exceptions Luxuryretail, TLA

No promo/No
TALISKER 30 900% TROPHY To be phased out in f’19
exceptions

TALISKER Drive brand-building & luxury positioning No promo/No GLOBAL TRAVEL

250 TROPHY
NEIST POINT through limited or exclusive distribution. exceptions EXCLUSIVE

page 25
 TA L I S K E R W H I S K Y AT L A N T I C C H A L L E N G E ( T W A C )

THE TALISKER WHISKY ATLANTIC and deliver earned media reach through WAYS TO LEVERAGE LOCALLY  romote content on FB or Instagram to
P
Social/Digital, PR, Influencers and the drive awareness with local consumers.
CHALLENGE IS A 3000 NAUTICAL MILE  everage participating rowers/team from
L
event itself.
ANNUAL ROWING RACE FROM THE your country to generate buzz/local PR. I ntegrate into existing local activation by
CANARY ISLANDS TO ANTIGUA.  eams participate from all over the world
T repurposing TWAC digital/visual content
Send Trade/Media or Influencers to
and interest in the race continues to grow for in-store, events etc.
This gruelling ocean race is a natural Race start in Canary Islands or Finish
each year.
fit for the rugged maritime positioning in Antigua. Follow the stories and track the teams at
of TALISKER. www.taliskerwhiskyatlanticchallenge.com
 un local trade incentive or reward
R
 he objective of the sponsorship is to
T ACTIVATION PILLARS for top customers. These trips give an
drive brand awareness and bring our opportunity to live and breathe the
 aming rights and extensive event
N
“MADE BY THE SEA” positioning to TALISKER World and explore rich
branding, Digital content distributed
life for consumers. personal stories of the rowers. Costs
via owned and earned channels, Media
include flights and accommodation.
 his is achieved by leveraging the
T outreach and coverage across participating
exhilarating and challenging stories markets, Influencer partnerships and
of the rowers to develop custom content Retail activation.
page 26
 D I G I TA L & P R

OBJECTIVE: BRAND DIGITAL CHANNELS: TALISKER WHISKY ATLANTIC WAYS TO LEVERAGE LOCALLY:
Use owned social channels, influencer/ Website: CHALLENGE CHANNELS: Download Talisker digital guidelines
media partnerships and media outreach to www.malts.com/taliskerwhisky Website: toolkit (SL ID: 1128981).
drive brand awareness, tell our brand story www.taliskerwhiskyatlanticchallenge.com
Distillery info: Subscribe to monthly digital newsflashes
and establish TALISKER as the brand for
www.taliskerdistillery.com Twitter: that include upcoming content and channel
those who aspire to a more adventurous
and fulfilling life through an appreciation Facebook: @taliskerrace results (email: taliskerglobaldigital@
of the elements. @Talisker southpawagency.com).
YouTube:
Instagram: www.youtube.com/taliskerchallenge Invest in paid social behind relevant
KPI'S: @Talisker content that resonates. Work with local
Consumer Reach and Engagement carat team and GBT to execute.
(owned, earned and paid). Twitter:
@TaliskerWhisky
Please note that any use of UGC associated with Talisker
must be in accordance with Diageo Digital Code.

page 27
 ON-TRADE 365 ESSENTIALS

QUALITY AND 1 ST DRINK STAFF RITUALS EXPERIENCE

Prioritized variants and serves. Education & Advocacy. Talisker and Oysters. Whisky & Seafood Events
and 3rd space activation.

page 28
 O N - T R A D E 3 6 5 E S S E N T I A L S - Q U A L I T Y & 1 ST D R I N K

from w h i s k y l i
Help move
s t  to
T a l i s k e r
m e n s
u s
with
qualit y se rv e
TALISKER SERVES
COCKTAIL MENU WHISKY LIST

TLA 1% BESPOKE
Drive image association and

PERFECT SERVE: NEAT/ON THE ROCKS

PR by leveraging influential
trade gatekeepers Bespoke Neat / On the rocks

SIGNATURE
PACEMAKER 9% 'Made by the sea' Sour &
Talisker Soda + Pepper
Drive volume and brand
experience at scale
'Made by the sea' Sour Talisker Soda + Pepper Neat / On the rocks

PREMIUM LONG DRINK

Drive volume & profit 90% Talisker + Ginger Ale

with wide availability

and distribution
Long Drink Neat / On the rocks

page 29
 s
O N - T R A D E 3 6 5 E S S E N T I A L S - Q U A L I T Y & 1 ST D R I N K

g e s t e d s e rv e
Sug e cocktail examples Bespok
'MADE BY THE SEA' SOUR STORM 75
Ingredients:
SIGNATURE SERVE • 1.5 oz Talisker storm
• .75 oz Fresh lemon juice
Ingredients: • .75 oz Simple syrup
• 50ml Talisker • 2 Dashes of Absinthe
• 25ml Lime Juice • Top up with Champagne
• 1 Egg White
• 15ml Simple Syrup Glass: Flute
• 3 dashed of Celery Bitters Garnish: Lemon twist

Glass: Old Fashioned or Pinot Tumbler Preparation:  

Garnish: Fennel In shaker add in lemon juice, simple syrup, Talisker storm and Ice.
Shake until thoroughly chilled, strain into a champagne flute and
Preparation:   top with chilled champagne.
Pour ingredients into a cocktail shaker, fill with ice and shake
heavily. Strain into a chilled Old Fashioned or Tumbler and
garnish with fennel.

TALISKER SODA & PEPPER* TALISKER BLOODY MARY

Ingredients:
LONG DRINK • 2oz tomato juice
• ½ ounces Talisker 10
Ingredients: • 1 tsp Worcestershire sauce
• 50ml Talisker • ¾ tsp freshly grated horseradish
• 150ml Soda* • 3 dashes Tabasco sauce
• Pinch of salt & black pepper
Glass: Highball • ¼ tsp fresh lemon juice
Garnish: Ground Green or Black Pepper • 1 cup ice cubes
Preparation:   Glass: Highball
Fill a Highball with ice cubes. Then add Talisker and pour soda Garnish: Celery stalk & lemon slice
until the glass is filled. Garnish with a pinch of ground green
or black pepper.

* Can be replaced with tonic if better suited to market

page 30
 O N - T R A D E 3 6 5 E S S E N T I A L S - S TA F F

Staff
Leverage local and global ambassadors to drive greater share of mind and visibility
in accounts, as well as fuel brand passion and excitement with consumers and
trade, with the goal of driving distribution, recommendation and sales growth.

AREAS OF FOCUS

1) TRADE ENGAGEMENT 2) COMMERCIAL TEAM TRAINING 3) EDUCATIONAL TOOLS & STAFF BRANDING

Build relationships with key accounts and bartender Train the trainers, giving our commercial teams the Educational tools and branding that drive engagement
community to ensure TALISKER is well regarded and education & skills to sell with confidence. and visibility.
top of mind.

1. Staff Training & Incentives 1. Ongoing Commercial team training Diageo 1. Premium educational materials
2. Trade dinners, Cocktail week activations & Distributors) 2. Branded wearables, glassware or bar tools
3. World Class Training & events 2. Innovation launches

page 31
 r & O y s t e r
ON-TRADE 365 ESSENTIALS - RITUALS

Talisk e s:
Serve Ritual
BRING “MADE BY THE SEA” TO LIFE IN THE ON-TRADE AND 3RD SPACE BY EXECUTING TALISKER & OYSTERS COMBINATION.
WHY THIS WORKS: THE RITUAL:
• The saltiness of TALISKER whisky brings out the flavour • Brings “Made by the Sea” to life through sensory experience Step 1: Take a sip of Talisker
and richness in oysters
• Pairing champagne & oysters is an existing consumer Step 2: Eat the oyster
• Targets key “and food” occasion and is scalable/adaptable behaviour and already exists on menus—this provides
Step 3: Pour Talisker into the shell
depending on situation an interesting & distinctive more masculine alternative
Step 4: Drink Talisker from the shell

MENU LISTINGS ON-TRADE ACTIVATION IN 3RD SPACE FOOD PAIRINGS FOR EVENTS

• Target urban cities and coastal locations • Print Talisker branded labels onto pipettes • Design pairing with different oysters and different
(see Australia example above). Provide simple yet TALISKER variants
• Drive menu listing/suggested pairing with account’s
interactive way to dispense whisky on to oysters.
existing oyster offerings • Print tasting mats based on variants you are prioritizing
Works for both whisky festivals and ontrade
page 32
 ON-TRADE 365 ESSENTIALS - EXPERIENCE

Exp e r i e n c e
PREMIUM SCALE GUIDED TASTINGS &
ACTIVATIONS EVENTS FOOD PAIRINGS
Bring the rugged luxury of the TALISKER “Made by the Activate branded experience at existing local events Salty, maritime whiskies like TALISKER love seafood.
Sea” brand world to life for consumers through sensory such as whisky fairs, seafood/oyster festivals or Use it to accompany oysters or smoked salmon.
and interactive experiences (e.g. wooden bars, oysters, wilderness festivals.
The soft texture and the depth of extra aged
Make your own “Made by the Sea” sour bar etc.).
Focus on neat serve for priority variants Comté cheese tames the TALISKER and makes
Include both neat serves and signature cocktails. (TALISKER 10yo, Skye/Storm + other for VIP). its spicy, green flavours more accessible.

page 33
GIFTING

Gifting
SMALL FORMATS VAP/CUSTOM PACKS

TALISKER 3x5cL pack (Skye, Storm, 10YO)

is a great tool for driving trial and gifting.
Launched successfully in Europe in F’17, All VAP/Custom Packs are to be
available globally in F’18 for select markets. produced locally. Priority on TALISKER
Contact GBT for additional details. Skye and/or TALISKER 10yo.
page 34
 SUPPORTING ASSETS

1. TALISKER DISTILLERY 2. GLOBAL AND LOCAL AMBASSADORS 3. DIAGEO ARCHIVE

Visit the distillery, take a tour, meet the Global Brand Ambassador, Donald Colville, Leverage Diageo Archive in Menstrie for
Distillery Manager Stuart Harrington supports the malts business globally a wealth of information about TALISKER
and heads up our education agenda in History, Scotland and Scotch.
Available to use for Media, VIP, Trade visits.
developing and hosting whisky courses
Contact:
Book via Scotland visits team, Malts GBT as well as local ambassador training.
joanne.mckerchar@diageo.com
or calling distillery directly. Information
Local Market Ambassadors (Reserve or
on opening times and tours available
whisky/brand focused) are an incredible
through www.taliskerdistillery.com.
resource for mentoring, trade education
and local events. Contact your local malts
brand team for ways of working.

page 35
 u a l
Vis Guidelines
identity

page 36
 LOGO USAGE

Smart Library ID: Smart Library ID: Smart Library ID:

White: 663015 Blue: 663017 White: 663008 Blue: 663002 White: 663000 Blue: 662993

PRIMARY LOGO LOGO + STRAPLINE LOGO + DESCRIPTOR

The TALISKER logo is available in The TALISKER "MADE BY THE SEA" The TALISKER Descriptor logo lockup has
Pantone, CMYK and RGB colour formats. logo lockup has been created for use on all been created for use on materials where it
Minimum size is 30 mm across. mainstream communications and point of is essential to highlight provenance of the
There is no maximum size restriction. sale materials. It is available in Pantone, brand. It is available in Pantone, CMYK
CMYK and RGB colour formats. Minimum and RGB colour formats. Minimum size
size is 30mm across, no maximum size. is 30mm across, no maximum size.

page 37
 A D D I T I O N A L I CO N O G R A P H Y

TALISKER SEALION TALISKER ISLE OF SKYE DISTILLERY COORDINATES

Smart Library ID: 665113 Smart Library ID: 543687 Smart Library ID: 543832
Available in blue, white and gold Available in blue, white and gold Available in blue, white and gold
Usage: As accent Usage: As accent Usage: As accent

Additional graphic elements are available on Smart Library and

have been created to add detail and craft to communications.
They should NOT be dominant or used to lead communications
or replace elements such as the logo.
page 38
 CO L O U R PA L E T T E

TALISKER’s colour palette consists PRIMARY

of the primary color Blue (PMS 2965)
and should be used across all brand
communication materials. This colour
is rooted in the distillery itself, as
well as the Sea that shapes everything PMS: 2965
we do. CMYK: 100, 63, 16, 78
RGB: 0, 38, 62
A secondary colour palette of white,
gold and silver can be used in small
quantites to enhance and add details
to the blue. An accent palette is SECONDARY
available for use in presentations,
charts and online.

PMS: 877 PMS: 871

CMYK: 45, 34, 34, 0 CMYK: 0, 17, 55, 50
RGB: 138, 141, 143 RGB: 132, 117, 78

PMS: N/A
CMYK: 0, 0, 0, 0
RGB: 0, 0, 0

ACCENT

PMS: 7700
CMYK: 95, 67, 28, 10
RGB: 20, 86, 129

page 39
 TYPOGRAPHY

TITLES & HEADLINES TYPEFACE BODY COPY TYPEFACE PULLOUT TYPEFACE

DIN Engschrift Arnhem Pro Authenia

ABCDEFGHIabcdefghi ABCDEFGHIabcdefghi ABCDEFGHIabcdefghi
1234567890@£$ 1234567890@£$ 1234567890

Usage: Usage: Usage:

Din Engschrift is our main Talisker brand For legibility purposes, body copy Authenia is available for pullout only
typeface and should be used for all should be set in Arnhem Pro. and should be used sparingly.
key messaging and headlines.
Available from: Available from:
Available from: https://ourtype.com/try/arnhem https://www.myfonts.com/fonts/mika-melvas/authenia/
https://www.myfonts.com/fonts/adobe/
din-schriften/engschrift/

ALTERNATIVE SYSTEM TYPEFACES

Arial Narrow Georgia
In situations where DIN Engschrift
and Arnhem typefaces cannot be used,
ABCDEFGHIabcdefghi ABCDEFGHIabcdefghi
you can use system fonts alternatives
Arial Narrow and Georgia to create your
1234567890@£$ 1234567890@£$
Microsoft Office documents
(Word/Power Point).
HEADLINE SYSTEM TYPEFACE BODY COPY SYSTEM TYPEFACE

page 40
 LANGUAGE

Tal i s k e r t h e o n l y d i s t i l l e r y o n t h e
is no longer
I s l e o f S k y e
AS OF NOVEMBER 2016, THE TALISKER DISTILLERY IS NO LONGER APPROVED ALTERATIVE LANGUAGE:
THE ONLY OPERATING DISTILLERY ON THE ISLE OF SKYE. AS A
RESULT, ANY NEWLY CREATED MATERIALS (BOTH GLOBALLY AND
We will be replacing “only”, with “oldest”. For example:
LOCALLY) MAY NO LONGER REFERENCE THIS STATEMENT AND IF
THEY DO, WILL NOT BE APPROVED BY LEGAL. • Talisker is the oldest distillery on the Isle of Skye
Globally we are in the process of updating language across all of our • Talisker whisky is produced at the oldest
permanent packaging but need your support in updating and/or removing distillery on the Isle of Skye
old local assets that contain this language including gift packaging,
• Distilled at Talisker, the oldest
banners/signage, POS, retailer websites, local selling materials etc.
distillery on the Isle of Skye
PLEASE ALSO COMMUNICATE THIS TO YOUR LOCAL SALES TEAMS
AND AMBASSADORS

page 41
 CO R E V I S U A L

The TALISKER core visual features

an image of the iconic Talisker Bay on
the Isle of Skye and should be used as
the primary visual for POS, Digital and
Print communications.
Smart Library ID: 1083667 Smart Library ID: 1083665
These assets are for global use, all media
in perpetuity. For ATL adaptations, please
contact diageoproduction@icpnet.com.
For BTL usage, complete short order form
at point of download on SmartBrand to
receive download link.
Available in Horizontal & Vertical layouts,
with and without bottle and can be
adapted to fit required format. Completed
Versions available for TALISKER 10YO,
TALISKER Skye and TALISKER Storm.
Note that TALISKER “MADE BY THE
SEA” logo lock-up must be included
in all consumer facing materials per
legal guidance.
Smart Library ID: 1083666 Smart Library ID: 1083764

page 42
 PHOTOGRAPHY STYLE - PRODUCT

Do’ s a n d d o n’ t s
DO: DON'T:
Capture and style the whisky in a Feel approachable, never overdone Over-Photoshop the image. Light the drink that makes it look dark
way that makes people want to drink it. or too formal. or cloudy.
Make the image look too busy
Ensure the liquid gold shines through Show liquid neat or on the rocks, colour or overly staged. Shoot backgrounds that take attention
and is in focus. should be consistent with the colouring away from the product/drink.
Shoot straight on the bottle to make
of TALISKER 10.
Capture interesting compositions it look flat.
that have depth. Utilise lighting to romance the drink,
capturing the beauty of the liquid as well
as the colours and light reflections in
the glass.

page 43
PHOTOGRAPHY STYLE - LIFESTYLE

Do’s and don’ ts

DO: DON'T:
Shoot expressive, vibrant dimensional Bring the energy and dynamism Get to artsy and serious.
colour that is rich and saturated – of the landscape to life.
Use muted palate/dull flat colours.
counterbalance to steely tones of
Be expressive and human – add
mountains and the sea. Be overly posed and compose images in
humanity whenever possible. People
a way that feels over stylised or artificial.
Naturally composed – each composition should be confident and have personality
should be natural and organic in nature, shinging through. If people in image,
capturing shots in the moment that don’t make them the focus.
feel posed, expected or staged.
Use light and shadow to create depth
and dimension.
page 44
 P H O T O G R A P H Y - CO L O U R T R E AT M E N T

BEFORE AFTER
PHOTOGRAPHY
COLOUR TREATMENT
01. Blues:
When shooting the sea and sky if
it is not possible to achieve a blue
sea which matches the photography
style then a Talisker Blue photo filter
1
should be used to enhance the colour.
3
02. Focal Point
Please note that when selecting
imagery, where possible create a focal
point with a touch of colour as shown
2 in the photography style. Filters should
be masked out at the focal point to
enhance the colour.
03. Landscape
Textures and colours in the landscape
BEFORE AFTER should be enhanced with curves
and a high pass to bring out detal
in the landscapes.
page 45
 TONE OF VOICE

HOW WE SPEAK TO OUR CONSUMERS

IN COPY AND CONVERSATION

We do... We don' t...

• Make people feel at home. • Always refer to ourselves in plural, • Stray into over-familiarity. • Don’t use emojis or manipulate
‘We’ and ‘Us’. punctuation marks to create symbols.
• Know our Whisky like the back • Bore our audience with dry facts
of our hands. • A scottish tone (and some key phrases) and pompous history lessons. • We never use slang or sloppy
are used to reflect our roots. abbreviations.
• Speak with warmth and richess of tone. • Allow our language to become
• We provide intrigue and discovery florid or overly dramatic. • Avoid overusing hashtags, preferring
• Use wit and humour where appropiate
– not alienation – through depth to consistently choose those only
• Make gags or play the joker.
• Take our work very seriously. of language. most relevant to us.
• Take ourselves too seriously.
• Act in a relaxed and confident manner. • Manners are a must: please, thank you • We don’t get too technical, we remain
and general air of friendly politeness • Try too hard to impress or please. warm and approachable.
• Correct sentence case, punctuation and
grammar is always use. is crucial.

page 46
 ASSET REFERENCES

ASSET REFERENCES BOTTLES: IMAGES OF DISTILLERY:

The condensed list below includes 10YO: 543705
Smart Library Asset IDs for some 610950 (70cL); 1077243 (750mL); 461564
of the more frequently requested 610949 (btl + carton) 1135448
assets. The full suite of TALISKER 102458
DE:
assets available can be found on
1115178 (70cL); 1115182 (750mL)
SmartLibrary by removing any
geographical filters and entering the SKYE: PRODUCT LIFESTYLE
1049756 (btl); 1049652 (btl + carton)
keyword “Talisker”. (STILLS & VIDEO):
STORM:
1135662 (multi)
1077280 (750mL);
1124655 (10yo)
668316 (btl + carton 70cL)
1112228 (10yo)
PORT RUIGHE: 1096174 (10yo)
668796 (btl + carton) 1135666 (Skye)
1135668 (Storm)
NEIST POINT:
1112229 (Storm)
916802 (btl); 916804 (btl + box)
1124660 (Port Ruighe)
57 NORTH: 1124516 (Neist Point)
657107 (70cL); 1073807 (btl + carton)
18YO:
657106 (70cL); 1077246 (750mL); SERVES:
653687 (btl + carton 70cL) Neat: 898531
25YO: “Made by the Sea” Sour: 1049757
657104 (70cL); 1077247 (750mL); Talisker Soda + Pepper: 1053766
657774 (btl + carton) With oysters:

30YO:
657108 (70cL); 657786 (btl + carton) VIDEOS:
3x5cL gift pack: 1096172
1111850

page 47
 R E C E N T A CCO L A D E S

TALISKER IS AN INTERNATIONALLY RENOWNED

SINGLE MALT WITH A STRING OF WORLD-CLASS AWARDS

2015 2016 2017

SAN FRANCISCO INTERNATIONAL IWSC SAN FRANCISCO WORLD SPIRITS
WORLD SPIRITS COMPETITION SPIRITS CHALLENGE • Talisker Skye—Gold* COMPETITION
• Talisker 10 Year Old—Double Gold, • Talisker 10 Year Old—Gold* • Talisker 10 Year Old—Double Gold*
Best Single Malt Scotch up to 12 years* • Talisker Dark Storm—Gold* • Talisker Skye—Double Gold*
BERLIN INTERNATIONAL SPIRITS
• Talisker Storm—Double Gold, Best • Talisker Port Ruighe—Gold* COMPETITION
Single Malt Scotch no age statement*
• Talisker 10 Year Old—Double Gold INTERNATIONAL SPIRITS CHALLENGE
• International Wine & Spirits
Competition ULTIMATE SPIRITS CHALLENGE • International Wine & Spirits • Talisker 10 Year Old—Gold*
Competition
• Talisker Storm—Best Single Malt • Talisker 10 Year Old—96 points • Talisker Storm—Gold*
(Islands) • Talisker Skye—Gold
• Talisker Storm—95 points
• Talisker 10 Year Old—Gold
WORLD WHISKIES AWARDS
• Talisker 18 Year Old—Gold
SCOTCH WHISKY MASTERS ULTIMATE SPIRITS CHALLENGE • Talisker 10 Year Old—
• Talisker Skye—Gold • Talisker 10 Year Old—96 points Best Islands Single Malt*
• Talisker 10 Year Old—Master
• Talisker Dark Storm— • Talisker Storm—98 points • Talisker 18 Year Old—
• Talisker 18 Year Old—Master
Silver, Outstanding Gold Medal, Ages 13-20*
• Talisker Storm—Gold
• Talisker Port Ruighe—
Silver, Outstanding SPIRITS SELECTION BY CONCOURS
MONDIAL DE BRUXELLES 2016
• Talisker Skye—Grand Gold

*=GLOBAL USAGE RIGHTS FOR MEDALS

Contact scotchawards@smartscommunicate.com
for downloadable awards artwork and usage details
page 48
F R E Q U E N T LY A S K E D Q U E S T I O N S

Q: Where does Talisker sit in the Diageo Q: Now that Talisker is no longer the only (Marianne.L.Simpson@diageo.com or
Portfolio and global marketing strategy? distillery on the Isle of Skye, what language Allison.B.Young@diageo.com) to organize
A: Talisker is one of our global priority should I use to replace this reference? visits for internal or trade partners.
brands and critical for increasing Diageo A: As of November 2016, Talisker is no
Q: Is Talisker Highly Awarded? How
malts penetration. It should be a priority longer the only distillery on the Isle of Skye
do I find which awards it has won?
for investment and activation within the and we must remove all references to this
A: Since we started tracking in 2008,
malts portfolio. across our marketing and communications
Talisker has won over 168 awards from
materials as well as ensure that the correct
Q: How does Talisker perform globally? the world’s most reputable spirits
language is used on anything new that
A: Talisker is the 10th largest malt by awards competitions including the San
is produced. The suggested replacement
volume, with approximately 2.3% global Francisco World Spirits Competition, the
language to use is “Talisker is the oldest
share of Single Malt category volume. It is International Wine & Spirits Competition,
distillery on the Isle of Skye” and/or
currently the 2nd largest peated Island malt International Spirits Challenge, Scotch
“Talisker Single Malt Scotch Whisky is
behind Laphroaig. (Source: IWSR 2016) Whisky Masters and several others. The
made at the oldest distillery on the Isle
most recent awards are featured on our
Q: What are the most popular markets of Skye”.
recent accolades page and the full list
for Talisker?
Q: What are the main differences between of awards can be viewed in the tracker
A: Our lead market for Talisker is
the Talisker variants? managed by Smarts Communications.
Europe (driven by GB, Germany, France),
A: Each Talisker variant has been developed Click here
followed by Global Travel, the U.S, Japan
to provide a unique taste experience to
and Australia.
the consumer. Our portfolio contains
Q: Why can my market not get more products both with and without age
Talisker to sell? statements to give our blending team in
A: Talisker is a relatively small distillery Scotland the ability to create a broader
and can only produce a finite amount range of taste profiles to appeal to different
of new spirit each year. That said, while consumers segments, as well as different
we are more tightly constrained on our price points. Details on tasting notes and
aged variants (10YO, 18YO, 25YO etc.) and product differences can be found with the
must allocate the limited stock on these “Whiskies” section of this brand guide.
to deliver against long-term strategic
Q: Where can I find information on visiting
direction of the brand, we are able to
the distillery?
sustainably grow the trademark at c.10%
A: Visit www.taliskerdistillery.com to find
per year by leveraging our NAD variants
information on location, tours, opening
such as Talisker Skye, Talisker Storm or
times and how to visit. You can also email
Talisker Port Ruighe. These variants are a
Talisker.Distillery@diageo.com directly
great option if your market is looking to
or work with our Scotland visits team
accelerate growth on Talisker.
page 49
V I SNUTA
CO A LC T
I DDEENTA
TITI LYSG U I D E L I N E S

la i
B aserr e
Fr
TALISKER GLOBAL MARKETING MANAGER
blaire.fraser@diageo.com
+44 (0) 7590 811 137

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