Monkey Shoulder hires UK brand ambassador

William Grant & Sons’ blended malt whisky brand Monkey Shoulder has appointed bartender Grant Neave as its full-time UK brand ambassador.

Bartender Grant Neave has been appointed as UK brand ambassador for Monkey Shoulder

The appointment comes following a successful year for the Scotch whisky brand, which grew by 51% in the on-trade in the year to to 25 January 2014, according to CGA, and by 17% in the off-trade in the year to 1 March 2014, according to Nielsen.

Neave’s role as UK brand ambassador will involve developing brand strategy, driving trade and consumer engagement and working alongside Monkey Shoulder’s global brand ambassador, Dean Callan.

“Monkey Shoulder is a great brand with a real personality and is growing in popularity, particularly amongst younger consumers who value edgy brands with a premium positioning,” said Neave.

“It’s great to be part of a team with such a passion for Scotch and exciting vision for the brand. We’re all looking forward to building Monkey Shoulder up to even greater heights.”

Grant has seven years’ experience in the on-trade, including bartender positions at Scotland’s Travers Bar and The Dakota Hotel.

After spending some time in Australia working at the 1806 Bar in Melbourne, Grant returned to the UK to work as head bartender at Monteith’s in Edinburgh.