Brief

Torabhaig tasked Wilde Toast with developing a comprehensive drinks strategy and serve playbook to support the on-trade launch of Taigh, their new signature release built around the house style of Smoke with Taste.
The challenge was twofold: introduce an accessible entry point into a whisky brand that carries the weight of Isle of Skye provenance and reframe peated whisky as something inviting rather than intimidating — opening the door to new drinkers without alienating whisky purists.

Key objectives:

1. Build a serve strategy rooted in consumer insight and cultural trends
2. Develop two distinct cocktail menus for two distinct audience personas
3. Create a playbook that gave bar teams everything they needed to sell, serve and storytell
4. Position Torabhaig Taigh as the go-to whisky cocktail option in a growing smoky flavour category

Delivery

Wilde Toast developed an end-to-end serve strategy grounded in audience insight, category trends and a clear creative narrative.

We identified two core consumer personas — Whisky Explorers and Whisky Enthusiasts — and built a dual-menu approach around them. Each menu had its own identity, tone and serve profile, united by a single overarching theme: Home.

The result was two signature menus. Home From Home spoke to curious, cocktail-led drinkers with adventurous, story-led serves — twists on classics that felt familiar but carried the spirit of Skye. It’s Good To Be Home spoke directly to whisky lovers with shorter, bolder, technically precise serves that let Smoke with Taste do the talking.

Every serve was developed with clear naming conventions, detailed methodology, garnish and glassware specifications, and elevated serve options — giving bar teams the confidence to execute with consistency and character.

The playbook also included a full customer sell-in section, equipping brand ambassadors and sales teams with the language and commercial rationale to get the menus listed and the serves ordered.

If you need support with on-trade strategy or serve development, give us a shout: hello@wildetoast.co.uk