Blog: Talisker: Made by the Sea (but not this sea)
Chris Mercer | 26 November 2010
Diageo annoys locals by using French coastline to promote Talisker
Diageo has committed something of a faux-pas by using an image of the French coastline to publicise its Talisker Scotch whisky.
The drinks giant recently began its first global push on Talisker and is using a poster that depicts a lighthouse on the island of Le Creac’h, off the coast of Brittany. The poster contains the slogan "made by the sea". Locals on the Isle of Skye in Scotland, where the Talisker distillery lies, are a little irked.
If you've never been to Skye, then add it to your list. I have been and it seems pretty odd to me that the island's outstanding natural beauty was not used exclusively to front Diageo's campaign, which began last month with a GBP1.6m marketing spend in the UK alone.
A spokesperson for Diageo said that the group will also be using a photo of the lighthouse at Neist Point on Skye during the Talisker campaign. "The purpose of these dramatic seascapes is to contrast the elemental power of standing by a rugged coastline with the warmth and exhilaration of drinking Talisker," Diageo told just-drinks.
“The intention is to expand and develop the campaign and to feature other iconic maritime images which capture the essence of Talisker and which reflect the global nature of this iconic whisky brand," it added.
Seeing as not all Talisker whisky is matured at the distillery on Skye (there is not enough space), and that the barley must first travel to Diageo's big maltings not far from Inverness before the distillery goes to work, I suppose the picture of a French lighthouse in the campaign poster is just another detour.
Marketing is full of embellishment, of course. The question is: how far can poetic licence stretch? And, in this case, does Diageo need to stretch it? The Isle of Skye is bursting with myths, legends and brooding landscapes.
Diageo has jumped onboard Google's latest interactive maps and is opening up the virtual doors to four of its distilleries. ...
A very early start today, with Carla Errazuriz from Concha y Toro's fine wine division picking me up from our Santiago hotel at 0700....
Ever wondered how a whiskey still gets built? ...
After yesterday's introduction to Chile, today was all about Concha y Toro – that's to be expected, seeing as they invited me here....
- Remy, dead cats and the power of China's new year
- Focus - Remy Cointreau's YTD Performance by Brand
- Will Lucas Bols' IPO Bring Much Needed Stability?
- Price drops would damage our DNA - Remy Cointreau
- A Dangerous World and the Threat to Beverages
- Moët Hennessy unveils first Travel Retail outlet
- Pernod unveils Jameson bottle for St Patrick's Day
- Maxxium UK head to depart for Edrington role
- Remy eases declines as China hints at recovery
- SABMiller beer volumes fall as China holds back Q3
- Global RTD/RTS insights - market forecasts, product innovation and consumer trends research
- Global vodka insights - market forecasts, product innovation and consumer trends research
- Diageo plc (DGE) - Financial and Strategic SWOT Analysis Review
- just-drinks on-trend: Craft beer - fortunes and future
- The Sugar Backlash and its Effects on Global Consumer Markets