Passengers at JFK T4, LAX and SFO are reacting very positively to the novel Monkey Mixer activation.

A large-scale Monkey Shoulder activation at JFK Terminal 4 has received enough success to warrant its extension through to August, brand owner William Grant & Sons (WGS) has announced.

The inaugural ‘Monkey Mixer’ activation in association with DFS Group was originally set to run throughout May and June, but will continue through the summer due to its ‘highly successful results’.

Similar airport activations are also taking place at Los Angeles International and San Francisco International.

Richard Bush, Regional Marketing Manager at WGS said: “The activation has so far proved very popular with travellers in all three locations. We’ve had an overwhelmingly positive response and I’d say that Monkey Shoulder has definitely garnered some new fans. It really is a testament to the overall effectiveness of activations – definitely a worthwhile venture.”

GWP ‘IN THE MIXER’

A bright orange cement mixer, described as ‘disruptive and memorable’, is designed to catch the attention of departing international passengers (particularly those on European-bound flights).

Reinforcing the idea that Monkey Shoulder is a 100% malt whisky, the activation centres on two hero serves: the ‘OMG’ (Orange/Monkey/Ginger) and the Lazy Old Fashioned.

On hand to encourage travellers to recreate the hero serves at home is a promoter handing out postcards featuring OMG.

This particular serve is also presented on a large graphic backdrop behind the tasting area.

In addition, all three locations offer gift with purchase promotions; customers who buy two bottles of Monkey Shoulder receive a free tote bag.

Brooke Supernaw, DFS Group Senior Vice President Spirits, Wines, Tobacco, Food and Gifts added: “DFS is proud to partner with William Grant & Sons on the engaging Monkey Shoulder promotion. We look forward to offering our traveling customers at DFS access to this product and dynamic experience.”

The mixer runs four evenings per week during peak hours.