Diageo-owned single malt Scotch whisky brand Talisker has unveiled a new travel retail-exclusive expression called Talisker Surge. It is now available in key European locations including Frankfurt Airport, Amsterdam Airport Schiphol and Hamburg Airport.
In September, Talisker Surge is launching in UK travel retail at London Heathrow, London Gatwick and Edinburgh airports. It will also roll out to more European airports in Istanbul, Copenhagen, Oslo and Paris.
Talisker Surge is launching in Asia Pacific travel retail from October, with a Hainan roll-out planned in November. This will be followed by an Australia launch in December.
To celebrate the launch, Diageo is showcasing Talisker Surge with a disruptive global campaign that aims to transport shoppers into Skye, the homeland of Talisker Single Malt Scotch Whisky.
The campaign is kicking off in Heathrow Airport Terminal 5, where Diageo is hosting a dedicated Talisker Surge sample bar throughout October and November. The Talisker Surge activation, which will include tasting sessions and a feature spirits wall, will run across key airports through the rest of 2022.
Talisker Surge has an ABV of 45.8% with an RRP of US$115 for a 70cl bottle. The liquid is finished in American Bourbon casks creating an extra layer of spice that gives the whisky a subtle smoky flavour with hints of sweetness.
On the nose, Talisker Surge offers immediate brioche and banoffee notes. This is blended with sweet maritime aromas, fresh ginger zest, oak smoke and peppery spices.
On the palate, the whisky has an initial sweetness with forest berries, crème brûlée, and banana split flavours opening to American cream soda and butterscotch notes. Roasted pine nuts and aromatic chilli develop, highlighting the intensity of the liquid. On the finish, hot chili spice and black pepper fade into smoky coastal aromas.
According to Diageo Global Travel Marketing and Innovation Director Dafydd Pugh Williams, Talisker Surge addresses the consumer demand for exclusive releases in the travel retail channel.
He said, “We are delighted to launch this exceptional new whisky from Talisker as a global travel retail channel exclusive. Single Malt Scotch Whisky is a thriving category and Talisker will continue to fuel the growth of ultra-premium and luxury whisky.
“This channel-exclusive launch underlines our commitment to innovate and invest in the category and offer global travellers something special to gift their loved ones or enjoy themselves. This is something they simply cannot buy anywhere else.”
Diageo Senior Global Scotch Whisky Ambassador Ewan Gunn added, “Talisker Surge is made by the sea, from rugged coastlines and powerful storms, to warming sunbeams and soaring skies, the Isle of Skye powers through our veins and invigorates our souls. The spirit of that unique place is captured within this rich spiced whisky and immediately transports adventurous travellers to this amazing island.”
