Staying true to Talisker’s rugged values, we were tasked with creating the Wildest Bar in the World on La Gomera – the start point of the Talisker Whisky Atlantic Challenge.
To drive engagement, we launched a social competition to find the World’s Wildest Bartender’s to staff the bar. To further highlight our campaign we also invited media, influencers and wild spirits from across the world to visit the bar, share their stories and celebrate these daring rowers.
As a result of the Wildest Bar activation, Talisker became the most talked about single malt on Instagram for the duration of the race. We also helped generate 911 pieces of media
coverage and 8.25bn impressions - up 393% on last year. One influencer diary alone received more than 350,000 views, with a reach of 12.5m. On top of that, our content partnership
with Culture Trip drove 2.4m video views and a reach of 5.4 million.
At the bar itself, 107 rowers attended the Talisker welcome reception. An additional 78 guests also had the pleasure of experiencing the World's Wildest Bar, whilst 12 media and influencers enjoyed a special cocktail masterclass on the remote island.