Cowes Week is still running with the strapline ‘the world’s oldest and largest regatta’, but that hasn’t stopped them from picking up a new supporting sponsor, Talisker Single Malt Scotch whisky.
While the USA debates relaxing laws preventing hard liquour sponsors in some sports, whiskey brands have always fit well with sports like golf and yacht racing in the UK.
Talisker will be the first official whisky of Cowes Week and as part of its investment it will be sampled throughout the week by sailors and visitors to the regatta.
Michelle Warner, Sales and Marketing Director of Cowes Week Limited said:
“We are pleased to welcome Talisker whisky to our family of supporting sponsors. Talisker has a long standing association with sailing making it the perfect partner for our regatta.”
Brand Manager for Talisker, Steve Wood, commented:
“We’re delighted to be the first ever official whisky of Cowes Week as it is such an iconic event within the calendar and presents us with a great opportunity to build on Talisker’s heritage with the sea. Over the past few years we’ve worked closely with the RNLI as an official fundraising partner so we’re particularly pleased that they are the official charity in our first year of sponsoring Cowes Week.”
Talisker will host tastings throughout the week and as an official fundraising partner of the RNLI, will co-host the RNLI charity ball which will include a performance of Talisker Tales with Pete Goss and RNLI volunteer crew members telling their tales of adventure from the sea.
The whisky brand is a long term official fundraising partner for the RNLI, the official charity for Cowes Week 2009. In 2008 Talisker teamed up with inspirational yachtsman Pete Goss to raise money for the RNLI via a series of events called Talisker Tales. The events saw Pete Goss visiting sailing clubs across the UK along with volunteer crew members to share their tales of adventure.
In 2008, Talisker sponsored Pete Goss and the Spirit of Mystery on his voyage to Australia to re-create the journey made by seven Cornishman who made a heroic trip from Newlyn to Australia more than 150 years ago to try their luck in the gold rush.