William Grant & Sons (WGS) says it is now investing in large-scale activations across the world for Monkey Shoulder in global travel retail, by spotlighting its two signature cocktails; the ‘OMG’ Ginger Monkey (Monkey/ginger ale/ice/wedge of orange) and the Lazy Old Fashioned (Monkey/sugar syrup/angostura bitters/ice/twist of orange).

 

The WGS-owned malt whisky brand, Monkey Shoulder sold over 300,000 9L cases in 2017. The brand has also been awarded a gold medal consecutively for four years (2014 – 17) from the prestigious International Spirits Challenge (ISC).

 

Launched in 2005, Monkey Shoulder ‘filled a gap in the whisky category for a fun-yet-premium brand that resonated with both consumers and bartenders alike’, insists WGS.

 

“Master blender Brian Kinsman set out to create a whisky with all of the great credentials of a malt whisky, as well as the versatility and mixability to put it front and centre of a cocktail revolution,” says the drinks company.

 

THREE-IN-ONE

“Brian blends small batches of three different single malts together perfectly then marries them continuously for perfect consistency.”

 

During June and July disruptive activations are running in airports including London Gatwick, Colombo, Hong Kong, Singapore, Dubai, JFK, Heathrow and many more.

 

The new GTR campaign is called #makeitmonkey and features a distinctive cement mixer stocking unit (to make the link to ‘mixing’) and a new interactive ‘dinky disco’.

 

This machine plays light-hearted films which educate on how serves can be recreated at home and passengers can play music on the interactive decks. The bright orange cement mixer stocking units are difficult to miss in store and help to further land the message that Monkey Shoulder is 100% malt whisky ‘made for mixing’.

 

Promotors are handing out postcards featuring the OMG serve and drawing in travellers to give them a taste, often from large-scale gorilla bottles. The serve is also highlighted on the large graphic backdrop behind the tasting areas. GWP items include carry boxes and tote bags.

 

“Monkey Shoulder is one of the recent success stories within the spirits industry and was voted the ‘top trending Scotch’ by The World’s Best 50 Bars, as voted by bartenders, in 2015, 16, 17 and 18,” says WGS Head of Marketing GTR, Ifan Jenkins.

 

‘FUN-YET-PREMIUM’

“A great achievement that reflects all the hard work put in by the WGS domestic On Trade teams. The brand fills a gap in the whisky category for a fun-yet-premium brand that has resonated with both consumers and bartenders alike.

 

“In GTR, we are now investing in large-scale activations across the world to engage with passengers and give them a chance to trial the hero serves. Given the ever increasing numbers of travellers, we are able to deliver huge reach for the brand using amazing and entertaining theatre.

 

“Monkey Shoulder has already proved itself a star performer in GTR and, as of May 2018 our retail sales (depletions) are +38% versus the previous year, which itself was a record year. Many thanks to all our retail partners who have been part of the campaign.”