TALISKER™, the only Single Malt Scotch Whisky made in the Isle of Skye, is now the title sponsor of the of the Woodvale Atlantic Challenge, it was announced today.
The Atlantic Challenge, which starts next month, is the world’s toughest rowing race. It will be known as The Talisker Whisky Atlantic Challenge. The race is biennial; the Talisker sponsorship will run for at least the 2011 and the 2013 races.
The 2011 Talisker Whisky Atlantic Challenge starts on 4 December in the Spanish port of San Sebastian de la Gomera in the Canary Islands and follows the ‘Columbus Route’, west-bound across the mid-Atlantic to Port St Charles in Barbados. A London launch and photocall is planned for 9 November.
The Challenge is international: crews are entering from Canada, Denmark, France, Great Britain, Norway, Sweden and the USA.
The race is 2,549 nautical miles (2,933 regular miles); but when bad weather and adverse conditions are factored in, most teams will row well over 3,000 miles during their Atlantic crossing. Competitors are expected to arrive in the Caribbean from mid-January onwards. Not all teams succeed in finishing the crossing.
“Passion, confidence, challenge and achievement”
For Talisker, Ben Booth, Western Europe Brand Manager for Talisker, said:
“For many of its adorers, Talisker, made by the sea in the Isle of Skye, represents passion, confidence, challenge and achievement – uncompromising emotions that will characterise the daring participants in this fierce and demanding endeavour.
“The smell and taste of Talisker instantly connect you with the rugged environment where it is made– like a warm welcome from a wild sea. So we are proud to be involved and wish all the competitors the best of luck.”
Woodvale Challenge organiser Gemma Campbell said:
“We are thrilled to be able to announce Talisker Whisky as title sponsor for the race. The philosophy and the values that Talisker embody are a great symbol for the race and we are proud to have their involvement. All the company staff and race entrants are excited to be part of this big adventure with Talisker at the helm!”
The Talisker Whisky Atlantic Challenge
The Atlantic Challenge Rowing Race is run by the specialist company Woodvale Challenge Ltd, founded in 2004. The first Atlantic Rowing Race was held in 1997, and thereafter every two years from 2001. It attracted huge publicity in 2005 when Ben Fogle and James Cracknell famously competed, and established ocean rowing as one of the world’s toughest athletic challenges. See www.woodvale-challenge.com
Talisker, in its widely distributed 10 year old expression, is a powerhouse Single Malt Scotch Whisky with a formidable peat and sea-salt nose; smoky sweetness with malt flavours; and developing warmth with a huge, peppery finish. It is the only single malt whisky made on the dramatic Isle of Skye, where the distillery has been making this award-winning single malt whisky since 1830. See www.malts.com
The TALISKER word and and associated logos are trade marks. © TALISKER 2011